What are the most common mistakes Brand managers make?

Failure to embed  a constant brand awareness among customers would lead to loss in brand equity. 

Branding managers make a mistake of exaggerating the benefit of the product, when expectations do not measure up,the clients are disappointed resulting to decrease in sales. 

Brand image is a powerful factor to make an unique selling proposition in the contemporary market. But Brand Managers are not aware to match a Brand experience with the Brand Image.