n order to maximize profits, businesses must strive to attract new customers andencourage repeat purchases. This depends on the degree to which customers and anew market base are familiar with a brand. Brand consistency helps build productrecognition and familiarity. Consumers who are regularly exposed to a branddevelop a familiarity, which builds their confidence and trust in a product. Whengiven a choice between products that they are familiar with versus ones that theyhave never heard of, consumers are more likely to select a familiar brand. A keycharacteristic to building brand familiarity is by developing an emotionalconnection between products and a customer base