When consumers encounter with products or services or when they have a need that requires to be addressed, the decision making happens on the basis of the predictability of outcome and the feelings that remain iin consumers' minds when the outcome arrives. 

A strong brand strategy creates memory paths in the minds of the consumers and increases the likelihood that your product or service is going to be chosen to satisfy the need of the consumer in the given context. 

People. choose to use the. products or services of a brand that they relate with. Paying for the products or services. by you as a brand is an act of value exchange between you and the consumers. 

The success of a brand (long-term commercial success) is driven by below parameters and likelihood of these parameters being successfully in favour of your brand. 

At the end of day, the question is why would your intended consumers set will choose to use products or services of your brand out of all the alternatives available to the consumers.