A common approach to brand management is based on the belief that we define our brand in coveted markets. We decide what we will offer, what value it will provide, who will use it and why. This is the arrogant, assumptive approach.
The more realistic, if not humble approach, is to consider brand as what markets decide. We can decide and promote whatever we want, and ultimately markets decide what they want, who wants it and who, what value we provide. Getting this is market intelligence.