A brand helps prepare customers for what to expect.
The goal of brand marketing is to boost people’s perception of your company or product
When people interact with your company, they develop a set of feelings derived from the experiences they had with your product. If your product is helpful, they feel grateful. If your product is entertaining, they feel amused. If your product is premium, they will feel confident.
And if your product is crappy, they will be pissed.