You build brand loyalty in a supermarket the same way you build mate loyalty in a marriage. You get there first and then be careful not give them a r… - Al Ries

Quality is a nice thing to have, but brands are not built by quality alone.

In politics,” said John Lindsay, “the perception is the reality.” So, too, in advertising, in business, and in life.

companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.