familiarity - if a customer is regularly exposed to a brand, the customer becomes familiar with and learns to trust and have confidence in the brand.
meeting consumer needs - companies must take all efforts to identify the needs of the customers. these can be done via research, studies and surveys.
competitive edge - brands should always deliver what they promise. they also should be aware of what other breans which sell similar goods and services are offering and develop their own products to suit the market and the customers.