Best product or best known

In marketing we often get the blame if something doesn't go well in sales, we sometimes get a pat on the back when things go perfectly well. When marketing any product or service, are we marketing it for the sale, or for the awareness?

Are apple phones the best phones around? Or are they the best known? Is Starbucks the best coffee? Or is it just the best known?

It's clear that you can't market a shit product but you can make a good product or service so widely known it makes it more desirable.

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