 Some pre-purchase touchpoints normally used by companies include web sites, word-of-mouth, direct mail, research, sponsorships, public relations and advertising.The design of each of these pre-purchase touchpoint interactions should not only be to mould the perceptions and expectations of the brand but to increase brand awareness and influence its relevance.And at the same time, helping potential consumers understand why this brand is better than competing brands and the value the brand delivers in satisfying their needs and wants.