State and explain the attributes of a strong brand.

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1. Relevancy- A strong brand must be relevant. It must meet people’s expectations and should perform the way they want it to.
2. Consistency- A consistent brand signifies what the brand stands for and builds customers’ trust in the brand. A consistent brand is where the company communicates message in a way that does not deviate from the core brand proposition.
3. Proper positioning- A strong brand should be positioned so that it makes a place in target audience’s mind and they prefer it over other brands.
4. Sustainable- A strong brand makes a business competitive. A sustainable brand drives an organization towards innovation and success. Example of sustainable brand is Coca Cola or 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.
9. Memorability: A good brand must be memorable and therefore recall or recognition in purchase or consumption settings. It is easily recognizable and recallable.
10. Likability : Choosing brands that are rich in visual and verbal imagery and inherently fun , interesting and aesthetically appealing / persuasive. The different associations that arise from the likability and appeal of the brand lead to brand equity
11. Transferability: both within the product category or across the product classes and across geographic boundaries and cultures
12. Adaptability: brand should be updated over time because of changes in consumer values or opinions and because of the need to remain contemporary..A good brand should be flexible and adaptable/updatable e.g. logos and characters being given new looks or design
13. Protectability: be legally and competitively protectable. Choose a brand that can be legally protected internationally, formally register them with appropriate legal authorities and vigorously defend trademarks from unauthorized competitive infringement.

Lellah answered the question on November 5, 2021 at 11:49

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State and explain the attributes of a strong brand.

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