BBC NEWS | Business | How to build up a successful brand

BBC NEWS | Business | How to build up a successful brand: "But you don't need huge marketing budgets to start building an enduring brand. In fact you don't need any marketing budget at all.
Building an enduring brand starts long before you spend money on advertising and promotion - it starts with your product and or service - what can you offer customers that your competitors can't? What can you do operationally that will make your customers want to work with you?
Examine every point at which your company operates and try to find ways of doing it better. Look at all the competing products and make sure yours is outstanding. It is this collective aspect of your company that will establish its identity.
Giving your company a name is not branding. Giving your customers a reason to want to remember your name is."