A necessary element in the development of a successful brand. The brand must be closely aligned to the company's overall business strategy and market positioning. It must be integrated into all other marketing and communications programmes. Objectives for the brand are set and an investment plan for the brand is created. Positioning, or repositioning, is at the heart of a successful brand strategy. A full brand communication strategy and programme is developed to build awareness of the brand attributes. If it is a consumer brand, this will involve a sales incentive programme, trade promotions, merchandising, and retail display to create brand recognition and customer demand for the brand. A wide distribution network must be built up and the brand must be made known and understandable to the retailers. Finally, full ranges of evaluations are put in place in including sales volumes, cost efficiencies, volume building, and improved profits.