Getting your branding right

[Floratang]

When it comes to getting your branding right in the luxury watch market, nothing is left to chance.
......
http://edition.cnn.com/2006/WORLD/europe/06/16/aol.watch.branding/index.html

I don't understand "getting your branding right" .

[Jamie (K)]

It means creating a brand name with the right public image for the type of buyer you're hoping to sell to. Some products fail in the marketplace because they are aimed at the wrong type of consumer.

For example, you can sell a cheap-looking plastic watch that has a lot of interesting functions to students, but you can't sell it very well to high-level business people, who have to wear something more impressive-looking. If you market the cheap-looking but highly functional watch to business executives, you will fail. They won't buy it. If you market it to students, many of them will buy it, and you've gotten your branding right.