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Qualities of Good Brand
Qualities of Good Brand
4. Customer-Centric – only when the brand knows its customers and their needs
well, can it deliver exceptional purchase and usage experiences
6. Innovative – while a brand can succeed for a while without being innovative,
ultimately, given today’s hyper-competitive environment, brands must anticipate
customer needs and surprise and delight their customers with a constant stream
of relevant innovations
9. Popular – while brands can be overexposed and certain exclusive brands thrive
on their exclusivity, in general, strong brands are perceived to be very popular,
much sought after and possessing positive momentum; strong brands receive
significant “buzz”
10. Valuable – when all of a brand’s functional, emotional, experiential and self-
expressive customer benefits are weighed against the cost (money and time) of
acquiring and using the brand, its value must be perceived to be good, excellent
or superior