Working experience of Brand Marketing. Branding is a concept that extends far beyond the marketing of 'brand name' designer jeans and other products. A company's brand represents their market identity-who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more. Consequently, brand marketing is important to nearly every business, from those selling breakfast cereals, to those developing new technologies, to those providing logistic support to other businesses.