I disagree with the theorem that successful brands are based on successful products. It was deliberate that successful brands are built on beliefs and not products. Most people don't think about supporting the brand they develop, but they need to offer a good product and earn a good income by selling it in the market. Furthermore, what most successful small businesses operate on is a good and solid foundation of shared values ​​and beliefs. These values ​​go beyond product attributes. By communicating these attitudes and values, the company puts itself on the path to success in business transactions and helps uncover the company's true value and worth. The research found that all large companies have a common ideology of “core values ​​and a sense of persistence that goes beyond simply creating cash.” This inspires people throughout the organization. (Vrontis, 1998) Brand success is critical to a number of factors. According to a fundamental idea or principle, each breakthrough supports a product or company, and such a platform is known as positioning. A brand has no attraction without the positioning element. The brand which has a kind of uniqueness and reliability, will get the distinct advantage and attention of people in the market. Successful branding is the result of three characteristics that must be diverse, focused and relevant. The determinants of successful brands are discussed below: BE DIFFERENT Businesses can build a strong brand by setting themselves apart from the competition. Taking a backseat is the big loss for the company. FOCUS... on the center of the card... on customers regarding New Coke. The company reverted to the old Coca-Cola following high levels of customer allegations. (Nicholas, 2013) WHY COMPANIES PREFER BRANDING Most companies rely heavily on branding because customers are often seen engaging with brands and making repeat purchases. It is the nature of loyal customers and also of all human beings not to abandon the product, which somehow facilitates them better than any other product, regardless of the price. Nowadays, companies are trying to cultivate loyal customers by treating them in different ways, such as rewarding them and offering incentives. This way, companies get “free word of mouth” by making people happy to talk positively about the product in front of their friends and relatives. (Brand loyalty, 2011)