a Harvard Business  Blog  link.

This blog describes the importance of brand positioning and value proposition in the customers-centric business. The features and innovations of Brands need to be greatly explained so that consumers will have the interests in the products. For example, Bentley and Audi are labeled by better suspension while better fuel efficiency is best introduced by the Volkswagen, seat and Skoda brands. A brand set-up needs many works. Every product and future innovation plays important roles in the marketing. Not only determining the future direction, but also the crucial factor to win consumer trust.

A trustworthy brand will reduce the consumer’s risks, position the innovations and give them meaning, finally standardize the new product or feature. There is a demand for the company to combine the characters of their products and reflect it into their brands. Some brands uses their very best innovations in every product like Apple which help them fulfill their targets and win a lager market with building the consumer loyalty.