The cotemporary world is witnessed by increased advancement in technology as well as in the business arena. Subsequently, these developments have resulted to emergence of various products from different companies that highly compete with each other. To overcome the stiff competition, firms are using diverse marketing techniques to position their products strategically. Competing firms adapt diverse strategies to differentiate their products in order to differentiate them from substitute products from competing firms. Strategic product positioning helps firms to establish strong brands that are essential in the marketing process. Companies build their brand through effective differentiation process as well as the use of efficient promotional methods. Strong brands helps firms to increase their sales since a strong brands helps a firm to compete on other factors such distribution channels used rather than on prices alone. Similarly, strong brands enable firms to sell their products at higher prices than substitute products from weaker brands. They are able to raise their prices above the prices offered by substitute brands because people associate strong brands with good quality. Literature Review A brand is a symbol, name, term, design, sign or a combination of two or more of the aforementioned. A brand is used to distinguish products or services of one company from substitute products /services of other companies. The brand is used to identify the products or services of one seller from similar products from other sellers. Organizations invest a lot of their resources in order to establish strong brands. Strategic branding is very essential since strong brands are very effective in facilitating the sale of a firm’s products/services. Those companies that manage to strategically position their brands are able to succeed in their business ventures. Conversely, those firms that are not successful in branding appropriately are doomed to fail in their missions. Some firm’s such as Coca Cola, Pepsi, and McDonald as well as Burger king have succeeded in establishing their brands effectively. These firms have managed to excel in their respective ventures. For instance, Coca Cola and Pepsi are fairing very well in the soft drinks industry. Likewise, the McDonald and Burger King restaurants have performed extremely very well in the restaurant industry, despite the existence of very stiff competition in the restaurant industry. Strong brands are usually associated with good quality. Therefore, those companies that manage to establish strong brands in their market niche are associated with quality products and services that meet customers’ expectations. Such companies are thus in a better position to market their products and services within their market niche as well as in new markets. Weak brands are often associated with poor quality products and services. Many customers do not prefer buying products or services that are associated with weak brands (Alerck & Settle, 2002). Strong brands are able to sell their products and services at a higher price than weak brands since their demand is higher than products whose brands are weaker. Subsequently, customers and especial