The complexity of brands and branding 5

The complexity of brands and branding 5 - 4. Sustainable- A...

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4. Sustainable- A strong brand makes a business competitive. A sustainable brand drives an organization towards innovation and success. Example of sustainable brand is Marks and Spencer’s. 5. Credibility- A strong brand should do what it promises. The way you communicate your brand to the audience/ customers should be realistic. It should not fail to deliver what it promises. Do not exaggerate as customers want to believe in the promises you make to them. 6. Inspirational- A strong brand should transcend/ inspire the category it is famous for. For example- Nike transcendent Jersey Polo Shirt. 7. Uniqueness- A strong brand should be different and unique. It should set you apart from other competitors in market. 8. Appealing- A strong brand should be attractive. Customers should be attracted by the promise you make and by the value you deliver. (From: http:// www.managementstudyguide.com/brand-attributes.htm ) b. DNA (See: http://www.brandchannel.com/papers_review.asp?sp_id=1254 ) c.Utility
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The complexity of brands and branding 5 - 4. Sustainable- A...

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