Brand marketing should be based on the branded product's attributes, such as quality, price, size, colour etc., and the way in which all of them are combined in order to orientate and direct Brand marketing efforts towards one or two market niches. It is common ground that there are not any products or services, supplied by any kind company, which could cover and cater for the needs and wishes of consumers as a total; exceptions to the general rule will always exist, defining the distinct market niches.

After the designation of the suitable market niche,extensive market research should be conducted, so that it would be possible for the company to assess the consumer's preferences and tastes, regarding the way in which the certain brand should be presented and, if, what was already prepared, in terms of design, size and appearance, is going to be acceptable to the majority of consumers.

What follows is the creation of a marketing message, which will be central in the advertising campaign and which will personify the positive characteristics of the product or service and will place advertising and promotional presentation and image at a superior level than the benefit enjoyed by the consumers when using that product or service. For example, the objective of brand marketing for Amstel Brewery is, for beer drinkers to identify beer with Amstel products, so instead of asking for an anonymous beer, their primary choice is the immediate use of the Amstel brand as synonymous with beer.

In fact, that is the ultimate objective of a company's brand marketing: the company's products or services to be considered as synonymous with the commodity which is originally processed by the company. What comes after this identification is the maintenance of the customer's loyalty, which, in the long term, is the objective of the strategic side of brand marketing.