Branding in recruitment services....

Branding in 'recruitment service delivery' is one area found wanting in theory to my little knowledge. This is moreso from a vendor perspective.... Here am not speaking of employer branding... this is about how much branding matters if you are a vendor trying to partner organisations in their permanent recruitment/temp staffing plans.... Does branding matter really? I would prefer to safely assume that more than branding, it is pedigree that matter... am looking at someone like ABC Consultants in India, who stand tall by their sheer chronological presence coupled with delivery in at the CXO level hiring. Then what is the value of brand ABC or like that, a brand Mafoi or a brand Manpower..... I would opine that given the structure of the recruitment industry in the country 'branding' would be more of a supplementary attribute second only to delivery and legacy relationships.... MNC's in this space have that edge compared to the smaller players to position their pan Indian footprint and ability to deliver for recruitment needs across every nook and corner of the country... but those would be the typical entry and middle level positions in large numbers which strong local players may not be able to do, not by virtue of competence or the lack of it, but by only lack of footprint..... And even in the temporary staffing space nationally, it is the local players who have the ability to customize services and work through the maze of local labor laws, who are beginning to make inroads, eating numbers away from national players.... So to conclude, a 'brand' in recruitment would only serve for better positioning.... beyond that it will be only delivery and relationships, with absolute and predictable consistency that would make recruitment companies win... I know there is going to be a huge debate on this subject... which will make all of us learn more about 'branding in recruitment'.....