By reinforcing the purchasing decision in the consumer’s memory, a well-executed brand tends to establish customer loyalty. For example, a sporting goods company would start a promotion that emphasises physical health rather than a single product. This aims to define the brand as a market pioneer for both existing and potential consumers. It expands the potential sale to its line of fitness products. Lovemark builds an excellent brand identity Melbourne​ by aligning the enterprise's priorities with the customer's expectations.