根据彼得（2002），一个具有良好声誉的品牌使其客户对他们购买和使用产品或服务的选择感到良好。知名品牌做的第一件事是帮助客户做决策，这是因为它知道如何让客户感觉良好。彼得进一步增加了一个良好的品牌引导其客户在行动和反应，给予和采取的良性循环。由于一个好的品牌有这么多的东西的力量和复杂性，品牌应该谨慎地做。品牌不仅仅是一个名字和一个口号，在更大程度上它不仅仅是一个广告。上述事物可以被称为品牌的催化剂，但是不能与品牌的心脏相比。品牌的核心是一个想法，想法可以改变，并改变 – 这就是品牌的生活，学习和成长。一个名字不能成功，无论多么卓越的声音围绕代理会议室表，支持一个大量资助的广告活动没有插入一个辉煌的想法。没有任何创意的品牌是一个高度推广的品牌。 Marconi（2000）指出，多年来，品牌和品牌背后的理念通过学习匹配时代的情况和客户的喜好而演变。良好品牌管理的本质在于对这种演变的适当管理。管理品牌的不断变化的目的是良好的营销的本质。根据Gregory和Weichmann（2002），随着客户成长为品牌知名度，品牌开始向更坚定的个性定居。为了给他们的品牌一个独特的个性品牌经理开始做出单一的主张。 USP（独特的销售主张）诞生了，旨在给品牌一个非常单一的竞争优势。然而，USP应谨慎推广，因为其与产品的关联性可能比预期的更长。这可以通过引用沃尔沃的例子来解释，沃尔沃仍然拥有安全性作为汽车市场上的独特销售主张，以至于每当它想要除了安全之外的任何消息时，它必须尝试更难。广告行业的忠实客户之一David Ogilvy意识到品牌策略不良的后果，因此他希望品牌超越简单的承诺，并倡导支持品牌形象。 Ogilvy认为，如果一个品牌能够比竞争对手建立更好的形象，那么它就能享受到一定程度的保护。根据Milne和McDonald（2000），具有劣质图像的高质量产品可能会挣扎，如果图像不被修改，它会失败。然而，一些公司还在危险的道路上旅行，其中品牌形象被认为比产品更重要。这种方法肯定了人们怀疑品牌是关于伪装具有表面图像的不合格产品的信念。
According to Peter (2002) a brand with a good reputation makes it customer feel good about the choice they have made to purchase and use the product or service. The first thing that a reputed brand does is that it assists the customers in decision making and that is because it knows how to make the customers feel good. Peter further adds a good brand entices its customers in a virtuous circle of action and reaction, give and take. Since a good brand has the power and complexity to do so many things branding should be done cautiously. Branding is more than a name and a slogan, and to greater extent it is more than an advertisement. The aforementioned things can be termed as catalyst to a brand however cannot be compared to the heart of a brand. The heart of the brand is an idea, and ideas can change, and be changed – that’s how a brand lives, learns and grows. A name cannot be successful no matter how outstanding it sounds round the agency boardroom table backed by a largely funded advertising campaign without the insertion of a brilliant idea. A brand without any creative idea is a just a heavily promoted name. Marconi (2000) states over the years brands and the ideas behind brands have evolved by learning to match the circumstances of times and the preferences of customers. The essence of a good brand management lies in the appropriate management of this evolution. Managing the changing purpose of brands is the essence of good marketing. According to Gregory and Weichmann (2002) as with growing times customers become brand literate the brands started to settle down into more resolute personalities. In order to give their brand a distinct personality brand managers commenced to make single minded claims. The USP (unique selling proposition) was born, with the intention to give brands a very single-minded competitive advantage. However the USP should be promoted cautiously as its association with the product can stay longer than expected. This can be explained by citing the example of Volvo which still owns safety as a unique selling proposition in the car market, so much so that it has to try that much harder whenever it wants any message other than safety to be heard. David Ogilvy one of the stalwart of the advertising industry was aware of the consequences of a poor branding strategy thus he wanted brands to go beyond simple promises and advocated in favour of building a brand image. Ogilvy believed a brand can enjoy a degree of protection if it is able to build a better image than its competitors. According to Milne and McDonald(2000) a quality product with an inferior image can struggle and if the image is not revised it would fail. However some companies also travel on the dangerous path where the brand image is considered more important than the product. This approach affirms the belief of people who suspect branding is about disguising substandard products with surface images.