It all starts with marketing Many, if not most, consumer brand companies live and die by the strength of their brands. This isn't just about how much money they throw at advertising campaigns. Brand value is built when companies live up to their promises to customers. One key point here is that companies need to produce good products that people want to buy. Another is that the companies need to build awareness for and explain their brand value to customers in a way that translates into sales and brand preference.
Effective marketing is all about communication.
Marketing campaigns need to communicate to the target audience how the brand is better than its competitors. There are many ways to convey a brand's message to consumers, and several media outlets to use. It's important to judge a marketing campaign on how well the message fits the medium. For example, ads for websites often do not work on television. There are two big reasons for this.