What are the qualities or values that all brands share?

I’ve been doing a lot of work on individual brand values and qualities, but I am keen to establish what are the key qualities common to every brand – large or small, established or brand new. If a small but critical number can be established they can be regarded as dimensions which can then be rated and quantified. Obviously scores along these dimensions will vary greatly for major brands such as, say, Coca Cola compared with a newly launched brand, but they will be able to be indexed and/or weighted so meaningful comparisons can be made.

During a recent brainstorming session, nine common qualities came out. I have no view as yet on if these are correct or even the best choices, but they are:

  • Visibility
  • History
  • Size
  • Locality/global reach
  • Direct consumer impact
  • Premium/commodity
  • Quality
  • Ecological sympathy
  • Reputation

I would really appreciate your views/suggestions on key values/qualities to help arrive at a tight, workable group of common dimensions.

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