So those 4Ps: price, product, place, promotion (advertising). Each of these has a vital role to play in creating the consumer perception of what a brand is. They are the tools used to build a brand. Compare the Holt Renfrew to Sears. Both are retailers but the two have very distinct positions in the market. Their brands are clearly differentiated not only through the price points, but also through the products on offer, where these retailers are located and how they communicate with their consumers.