Essay #2: Describe the top ten traits of the strongest brands as outlined in the Case Study The Brand Report Card
Describe each trait in detail and give real life business examples of how companies build these elements into their marketing plans. Please include your own personal critique.
-The top ten traits
The brand excels at delivering the benefits customers truly desire.
The brand stays relevant
The pricing strategy is based on consumers perception of value.
The brand is properly positioned.
The brand is consistent.
The brand portfolio and hierarchy make sense.
The brand makes use of and coordinates a full repertoire of marketing activities to build equity.
The brands managers understand what the brand means to consumers.
The brand is given proper support, and that support is sustained over the long run.
The company monitors sources of brand equity.
