Brands are built on building good businesses, not just good products. You can't control how your brand is perceived by the public. The power of the media to influence the perception of your brand is huge. You have to work hard to keep customers' and resellers' loyalty. Brands aren't built overnight.
Some new companies believe they can build a brand through massive advertising campaigns.
Brands aren't built on name recognition alone. That's a fleeting and very vulnerable market distinction. Have enough financial resources to withstand the unexpected. Because even established brands can be vulnerable, you have to be able to weather troubled times.