n order to maximize profits, businesses must strive to attract new customers and encourage repeat purchases. This depends on the degree to which customers and anew market base are familiar with a brand. Brand consistency helps build product recognition and familiarity. Consumers who are regularly exposed to a brand develop a familiarity, which builds their confidence and trust in a product. When given a choice between products that they are familiar with versus ones that they have never heard of, consumers are more likely to select a familiar brand. A key characteristic to building brand familiarity is by developing an emotional connection between products and a customer base