Some small business houses ask me, "Is it necesarry to have a 'Brand' in the market ?"

I reply to them... "No Not At All..!"
If your organization is not doing any thing special, specific, different, extra in terms of Product/Service - delivery, features, pricing, communication, VAS etc., then it is not at all necessary to have a 'Brand'.
U can be then very easily strive in the market, like any other Tom, Dick and Harry competitors of yours.
"If you can live without your 'Name', 'Image', 'Identity' and 'Recognition'; its up to you."