(Source: Dr Alan Au, Associate Professor of School of Business and Administration, The Open University of Hong Kong)
A Successful Brand possess the following six attributes:
1. A successful brand conveys customers’ expectations and brings benefits to customers that are beyond the product itself. These benefits can be a good feeling or perception.
2. A successful brand has a clear positioning. For example, it has a distinctive brand image that differentiates it from its competitors or it possesses some unique features that its competitors lack.
3. A successful brand is usually linked with some concepts. For example, the brand may link to social responsibilities.
4. It has a reasonable brand combination and structure. For example, a brand group may have several brands, each with different products and styles.
5. It may coordinate with the marketing activities to create value.
6. It has some meaning to the customers. For example, Disney represents dreams.
