Branding without branding

I was talking to Areli today discussing about my research proposal and there is some issues that interest me from this interesting discussion. Well, in my Phd research I want to explore the role of communication designer in market world such as branding, and marketing. I know the role of communication designer is more that doing design and try to create an identity or making things look better in selling or product creation. So I really hope in this research I will be able to identify what is actually the main role of communication designer. I know it is the question that every designer ask, and it’s still i guess, is good to ask.

What is branding without branding?
Natural things, animal do it, fruit do it…can we actully do it with product?
What if, in my research, using my skill and knowledge as a communication designer to improve the making of the traditional/local product by consulting the design of the strategy, packaging, layout, promotions, identity, image and things that relate to improve the product. And using a branding strategy and method to develope and to improve the product, without branding the product or in other words, changing the ‘brand’ of the product.
Is this process still recognise as ‘re-branding’ or part of branding process?

I think I’m lost again…just as soon as I think I’m back on the track!