What brand values can we look upon as common or shared characteristics?

Two months ago, I began asking the question on blogs and other social media as well as amongst colleagues, clients and academics – “What are the qualities or values that all brands share?” The purpose was to try to identify a common or standard set of brand values that we could then quantify. The objective was not to score these qualities as better or worse, but to put some measure against which brands could be identified. We can then have a useful tool to evaluate brands in a particular arena and compare our own brands to identify competitive differences.

The 10 key dimensions we identified by consensus are:

  • Size
  • Quality
  • Visibility (or awareness)
  • Price perception
  • History
  • Reputation
  • Reliability
  • Affection
  • Authority
  • Humanity

It will be noted that these are all qualitative or emotional values (with the possible exception of ‘size’ although even that may be an issue of perception rather than a factual measure).

The next stage will be to take some leading brands and mount a survey to arrive at measures along these dimensions, so that we may be able to create radars to use as benchmarks and archetypes for brand cohorts.


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