Time, money and energy go into the creation of a brand. The aim of any business is to create consumer loyalty and ensure that any negativity feelings towards the brand are addressed immediately. It is fairly common for an individual brand to be better-recognized than a parent company. Some businesses own a number of brands yet are fairly anonymous themselves to the public, if not the stock market and shareholders.
There are very few business sectors where a single brand is completely dominant. New brands entering the market make it crucial for brands to continue establishing themselves and employing brand advertising. The job of a Branding Advertising Agency is to create a promotional strategy to develop brand loyalty among customers. The Internet is an important factor in any marketing strategy, but a new website can not reach the top of search engine rankings overnight. A website and social media should play a role in brand advertising, but the agency should also be looking to make headline news elsewhere.
The launch of a brand does not come cheap. A company may even have to give the product away in selected locations to get the consumer to try it. How quickly a new brand can create its own brand loyalty is not an exact science. If the brand is a particularly innovative or if the project expands an existing brand, the job will be much easier. However, expanding a brand with a new product can be risky. If the brand becomes associated with something new which fails to further develop the brand, it can impact on the overall strength of the name.
Either way this is a job for an agency that has experience, understands what is brand advertising, and has seen and done it all before.