Quality is not a branding strategy.
If your primary branding position is quality, you have no branding position. If quality is the first thing you communicate to the marketplace, you won’t be very effective. Quality is a given in today’s business. This is why quality alone will not necessarily put your product/service into the so-called “habit loop” of your target audiences.
Consider the Sanyo brand. Their tagline: “Affordable quality.” Is Sanyo offering quality? It’s beside the point. The better question is: do you currently own or desire to own a Sanyo product?
My 2¢: Passing up the opportunity to say something meaningful and memorable about your brand = setting fire to good money.