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. If the offer is too complex, or has changed from last year, it may not be considered at all, since customers won t take the time to determine what is being presented. The brand must be different from competitive products. A marketer must continuously support the brand personality to make it clear and consistent over time. The brand drivers must represent values desired by the consumer.