What a brand does to you??

While finding out answers to the questions struck in my mind during brand night, I feel that branding is becoming my passion and the love for it is even increasing day by day.
We talk about product benefits and added values. We talk about brand personality, image and attitude. What all we have to do to place all these stuffs into the customers’ mind space? Selection of right segment is necessary, but the real job starts after that.
Why should I target a teenage and not a 25 yr guy when both may come under youth segment? Why an upper class and not middle class guy? The deeper you go, the closer you come to the consumer. The ultimate lies in the behavior and lifestyle of the consumer. Here only product attributes and benefits don’t work. One of the most important things is how the communication is positioning brand’s image in his mind space. The message of the communication relates to the consumer behavior possessed by the target customer. It creates an attitude in customers’ minds when the customer is able to associate (that behavior) with the brand. This is brand attitude.
But mere attitude is not enough. All goes in vain if the attitude doesn’t result in purchase (behavior) of the brand. Behavior is the outcome of its consequences. Purchase will take place if and only if the Brand (which is a perception created in customers’ minds through communication) becomes a connection/linkage between attitude and behavior of the customer. None wants dissonance in what one says and what one does. If the brand reduces that dissonance, the brand becomes stronger and the probability of repeat purchase increases. In other terms, customer moves towards becoming a Brand Loyal (knowingly or unknowingly).