Marketing plays a role in informing and educating consumers as it identifies a consumer need and seeks to explain how its products or services meet that need. For customers with clearly defined needs, marketing provides a means of learning about new products and what they do. It plays a role in managing consumer expectations relying on the consistency that comes from brand loyalty and the fact that consumers rely on trusted brands. Marketing is also used to make consumers aware of major changes such as mergers and transfers in ownership that affect product offerings or seek to improve quality.