The CEB (Market Analysis Company) determined that the consumer makes almost more than 60% of the decisions in a purchase process without contacting the seller or in advance of contacting them.
This means: Good brand & reputation marketing primarily takes place during the decision-making process, intuitively and in a captivating manner. Good brand & reputation marketing does not sell, but rather helps the consumer to make a decision in the first place. So forget traffic, leads and sales, or better yet, don't focus on these metrics and focus on being a provider of decision-making content: Distinction!

Over the last decade, technology has bought through tremendous change in the way we think and perceive brands as every minute detail is available on our fingertips with the help of mobile technology that has embraced social media and digital marketing that has made our life a lot easier but has some or other perils to it.
Initially, the brand was experienced by the customers by visiting at the store and indulging in the sales and purchase of goods and services but now with the need of an hour almost every brand is available on social media for promotions and presence in the market plus giving an option to the customers for online shopping.
Earlier the feedback on the products purchased and customer service experienced was given on one-to-one basis but now it is visible to the entire world, hence, the brands need to be more and more cautious with their every expression as it directly affects their reputation in the market and in the minds of the customers. ©marketing91
The customer journey in brand (or marketing) refers to the customer's path, via touch points, to their decision to purchase an item. A customer doesn't usually decide to purchase an item immediately after finding out about it for the first time. Usually, customers look at a product or a brand several times before deciding on an action, known in branding (or marketing) as touch points. The customer journey then proceeds through these touch points.
The AIDA model is an acronym - it stands for attention, interest, desire and action. It is a model used in marketing that describes the steps a customer goes through in the process of purchasing a product. The AIDA model has been in use since the late 19th century.

What is the AIDA approach?
The AIDA model is based on four individual stages that attract interested parties who are deciding on a project, product or service.
1. Attract attention
The product must attract the consumer's attention. This is done via the advertising materials. It is a type of "eyecatcher."

Examples: a car designed in a striking way, a sensational YouTube clip, or a themed newsletter, or a graphic on a landing page.
2. Maintain interest
In the first phase, the attention of the potential customer is piqued; their interest in the product or service should be aroused.

Example: detailed information on the product is presented, for example, the product description on a website, a product brochure or flyer, photos, or video clip of the product.
3. Create desire
If interest in the product is aroused, it is the seller's task to persuade the customer that they want to own this product. In the best-case scenario, the advertisement or the product itself creates the desire to purchase.

Example: the seller provides clear examples of the advantages of the product or service, taking into account the daily lives of the target group. In the online shop, a bullet point list can generate the desire to buy. This desire to buy can also be awakened by an advertising medium that specifically addresses the emotions of the customer.
4. Take action
As soon as the desire to buy is aroused, this must be transferred into an action, that is, the purchase.

Example: In the case of online shops, this would ultimately be the shopping cart process, in which a customer is lead to a conversion. The customer can be encouraged to buy the product with a call-to-action.
Nowadays, the AIDA formula is frequently supplemented with an "S" for "satisfaction", because the product has to ultimately satisfy the consumer. Customer satisfaction does not lie solely with the advertising but rather with the product itself. Therefore, the basic constellation of the four phases is only the prerequisite for the sale.
5. Satysfaction
We are in the 21st century! and selling alone is not enough more!
With the insertion of the "Satysfaction" a fifth element can also be added. Many brand consultant also work with the AIDAS model to optimize sales processes and advertising.