To ensure your product brand stays in the public eye it needs constant media, graphics design and marketing costs thrown at it. Marketing and advertising can prove to be costly let alone developing your brand, business cards, letter heads etc.
An important thing to note is that the cost to change your brand, or introduce it once your product is already selling, can prove to be a costly exercise. If your brand is to be applied to your product in the form of a sticker or emboss, then you need to pay to change dies or get new graphics designed.
People need to see your brand before they associate your product with your brand so you need to take the time to get your product known. You need to spend a lot of time advertising and promoting your brand. The more you get your brand seen the more people will remember it.