To brand or not to brand

Branding is necessary, but if a brand is known just for the brand an no longer for the quality, style and appeal of the products isn’t that defeating the whole purpose. Should branding not be about enhancing the product, service or experience instead of replacing it entirely? One example of where the brand supports the products is this Italian leather manufacturer…
https://www.tuscanyleather.it/en/
Check it out and let us have your opinion. We welcome your ideas, links and feedback. Let us know what you think.
 
The Neighbour