Providing a good product is an important part of building the brand. Standing by that product and quickly fixing problems is critical to maintaining the brand. The one thing marketing cannot do is confuse consumers. If the advertising campaigns talk about value, the products shouldn't sport luxury prices. This confusion can muddle the brand's image and cause people to identify with it less.
Marketing needs to be a core strength of a consumer brand company.
So, investors need to find companies that both understand their brands and work hard to support them. The marketing needs to explain to consumers what the products do, and it needs to be clear on what the company, brand, and product stand for. Giving consumers something to identify with is the most important role of marketing. Deep distribution channels Distribution channels are critical to consumer brands because few of these companies own significant retail real estate. They must have deals with retailers.