The act of a company naming its products and designing a logo is the branding process. Branding decision-making is whether a company decides to use a brand for the products it produces and operates. Generally speaking, modern enterprises have their own brands and trademarks. Having your own brand requires corresponding expenses (packaging fees, legal protection fees, etc.), which will increase the total operating costs of the enterprise and bear certain market risks. However, the benefits of using branding strategies to enterprises cannot be underestimated.

Of course, although brands can bring many benefits to brand owners (brand operators) and brand users (consumers), not all products must be branded. Brands do not need to be used for the following products: unprocessed raw material products, agricultural products, etc.; the goods themselves will not have different quality characteristics due to different producers; production is simple, selectivity is not large, prices are low, and consumers have different purchasing habits Products that do not require branding; temporary or one-time products. Due to their own characteristics, these products often do not use brands and are often called unbranded products. The so-called unbranded products refer to ordinary products sold in supermarkets that are unbranded, simply packaged and cheap. The main purpose of companies launching unbranded products is to save packaging, advertising and other costs, lower prices, attract low-income people to buy, and expand sales.