This paper examines how
branding starts with differentiation from competitors that may involve big fish in the
market or small novices. It looks at how branding is the way that provides the products or the services of a company with a
unique strategic
advantage by means of personality buildup that is both appealing and unique to the intended market. It also discusses how the smaller
brands can compete with the
bigger and influential brands and gain market share by taking advantage of the weaknesses of the bigger brands.