When you read about positioning a brand this is the art of creating a brand that can show the potential customer the brands relevance to a customer's daily life to become his or her regular choice. This is created by how it is perceived and this is not something that can be conveyed by the marketing manager alone. When a customer buys milk or bread they often don't have a preconceived idea of a brand and buy what is on sale. The opposite would be when this same customer buys coffee, soda or beer they are more likely to purchase by brand.