What are the characteristics of a brand?
1. Attributes
Such as safety.
2. Benefits
Feeling more secure with a product than another.
3. Image
Brand is in tune with the values of the consumer.
4. Personality
The personal attributes of the product, such as cool, relaxed, attractive, professional etc.
5. Consistency
Quality is always ensured when buying from a certain brand.
6. Differentiation
The offer is different to other offers.
7. Equity
The value provided to the firm and stakeholders.