There are several Brands in the market which means there is a lot of competition out there. So, for Brand owners how often and how deep they connect with their consumers is the key for better engagement and identity. Branded Apps also help the Brands to show the Brand attitude to the customers.
A quick look at the Apps market (globally and UKwise) would convince one to create a Branded App:
The statistics above would convince a Brand to create Branded Apps to better connect with the customers.