To have the strength to deliver superior perceived quality, a brand has to address many elements of consumer perception and demand. Since quality is a customer perception rather than a tangible characteristic, we present the following criteria for successful branding. The product must deliver functional benefits to meet the market need at least as well as the competition. Brands are not developed solely through advertising or packaging. A product cannot survive without performance.
Brands offer intangible benefits beyond the product.
To establish loyalty, brands must offer certain intangible benefits, supported by drivers . Levi jeans offer brand drivers of toughness, informality, and American-ness, whereas Gucci jeans offer style and a cosmopolitan image. These drivers are the basis of branding. Personality is a benefit, and premium pricing over the years demonstrates that fact. The combined drivers of a brand must be harmonious and present a unified personality.