But few can objectively assess their brand's particular strengths and weaknesses. Most have a good sense of one or two areas in which their brand may excel or may need help. But, if pressed, many would find it difficult even to identify all the factors they should be considering. To give managers a systematic way to think about their brands, Tuck School professor Kevin Lane Keller lays out the ten characteristics that the strongest brands share. They stay relevant to customers over time.
Pricing truly reflects consumers' perceptions of value.
The brand stays consistent. Subbrands relate to one another in an orderly way within a portfolio of brands. A full range of marketing tools are employed to build brand equity. Managers of strong brands understand what the brand means to customers. The company gives the brand proper support and sustains it over the long term.