what attracts and sustains attention

A brand is built by the customer , not the company which promotes it !

You can have the most exclusive object in the world e.g. paintings are among the the costliest purchases you can make , but is there any branding in them ? They are worth what the customer is willing to pay for them , and what is cheap today may become priceless tomorrow.

Brands are not defined by the price they fetch ; McDonalds is a brand aimed at the middle-class citizen. Bose is a brand aimed at the connoisseur who has the cash.

Levis were originally meant to be worn by the common cowboy ; they were never aimed at the segment to which Armani caters. Timex is a brand , and so is Rolex. The two do not compete for the same consumer segment.

Service to the customer / consumer is the ultimate factor which will decide whether your brand lives on , or dies an early death.

Service to customer can be the sole basis for gainful promotion of a brand.Our efforts of product positioning ,differentiation of the brands and segmentation are all customer focussed. In a way these two may appear to run parallel to each other , but they shoud both be in tandem or it requires the two to tango with each other

Service to the client is more important that the brand. Once the brand is promoted among the clients then to sustain it we need to keep track of the clients taste. 

Service to brand is to attract and service to client is to sustain !!!!