Source: Branding Strategy Insider
1. Well-known – without awareness, nothing else counts; a brand can’t be in people’s purchase consideration sets unless they are aware of the brand
2. Relevant – the brand must be perceived to be relevant to people’s hopes, needs and desires
3. Differentiated – to stand out among competitive alternatives, the brand must be unique in ways that matter to customers
4. Customer-Centric – only when the brand knows its customers and their needs well, can it deliver exceptional purchase and usage experiences
5. Trustworthy – this implies being honest and authentic, consistent and predictable, reliable and dependable, and always delivering on its promises
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
7. Likeable – brands can and do create emotional connections with their customers; to do so, they should share values with their customers, possess admirable qualities, and be likeable and easy to work with
8. Accessible – to convert brand preference into brand purchase, brands must be easy to find and purchase; they must be accessible and convenient
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 .
