I want to explain some confusing relationship between branding and awareness in details. Branding needs advertising to convey special brand information. However this awareness is not simply the name recognition but the special perception of a brand. Advertising has subtle branding effect no matter whether you intend to create any brand image. So if you spend 1 million dollar to advertise your brand while your competitors only spend 100,000 dollars, people will favor your brand.
Brand strength is a comparative concept.
But your luck depends on your competitors' mistake. People may choose your brand over your competitors' but it doesn't mean you have a successful brand image. Repeated purchase of a brand does not mean this brand is appealing to your customers. A brand image is not created solely through advertising. Your brand image should be supported by your every strategic and tactic decision.