The real representative of any brand is the sales person interacting with the customer in the store. A sales person is ultimately responsible for showcasing and demonstrating the product and convincing the customer of the its features and their benefits.
Now imagine a scenario where the sales person himself is unaware of the product’s features and utility. Any potential customer would like to know the specifications, function or purpose of the product before considering purchase. With the sales person being unable to provide the answers, the prospect will quickly lose interest in the product and ultimately will lose confidence in the brand.