Not withstanding my comments about why I don't spend advertising dollars building brand
here is a list of 5 things marketers should do to manage and nurture consumers to help (build) your brand. They are simple but often forgotten:
1. Focus on what makes your product exceptional - don't accept mediocrity
2. Have a memorable name that supports #1.
3. Have memorable logo/marks that support #1.
4. Focus on what makes your product relevant to consumers needs today.
5. Deliver consistent value. Make your customer look good when he promotes you!