Product experiences build brands.

A brand grows its earning power (equity) through products – critically, through products that can create memorable experiences for its consumers.
Consumers have pleasant experiences driving their cars, but don’t think about the fuel, oil and battery their car uses. This is what makes Mercedes Benz a more powerful brand than Exxon, Mobil or Yuasa. Similarly, people remember their iPhone or iPod but do not know the brand of the battery that powers it.