It's very challenging and yes, once you've established a recognizable brand image, maintaining the brand essence is paramount. Your greatest initial investment will be to "put the name out there". Maintaining that recognition amongst your target audience is the second most challenging thing to do, next to running the business. The "GLOW" will only last as long as you feed the machine. Nothing lasts forever, especially brand recognition.
Everyone wants to have a hold on the "Best" and yes, to have so a "brand" is the most required and considering fact at the prevailing business markets. Credibility goes for the "one" that remains incredible. But, I wonder how do a few persons doesn't get convinced with "Brand" to be a significant aspect.
Quite challenging as per me!
The distinction what we keep, brand is one of the core parameter. No wonder, if some corporate keep millions in dollar for the brand glow to glow forever!
This is more a correlation into how much time are the brand's stakeholders willing to put into the brand itself? Brand is not product attributes. Brand is not phenomenon. Brand is brand - and brands are not built in focus groups. They are built by care and time and leveraging both of those.