I guess that I cannot say enough about the importance of building brand recognition and preference. When a buyer needs to make a decision about a product, he or she will usually consider several brands, probably at least three. I believe that it is through branding that your product or service will be one of those three considered.
Through advertising, service, word-of-mouth, and quality of product or service, your brand will continue to get considered and bought. This is true in the consumer field as well as in the business-to-business world.
A quality, steady, clearly-stated, and frequent advertising program in the right media will keep your brand name in front of your buyers. Quality and service will keep those customers coming back for future purchases but your continued advertising program will continue to keep them sold.