A brand is a set of associations imprinted in the mind of a customer. A brand associates things like names, logos, slogans, and colors with your product and with perceived attributes of your product. These associations can make a brand powerful; as you create a brand, your customers learn to expect certain benefits or attributes from your company or product. The associations also make your company or product more memorable. Marketers attempt to develop and maximize brand equity, the value of the brand to the company. Strong brands translate into easier sales; sales people build on the existing awareness and perceptions of the product in their pitches instead of attempting, from scratch, to convince customers of the product's benefits.