10 Principles of Strong Brands

Question 1

What are the 10 principles?

Answer 1

1. Commitment
2. Protection
3. Clarity
4. Responsiveness
5. Authenticity
6. Relevance
7. Understanding
8. Consistency
9. Presence
10. Differentiation

Question 2

1. Commitment

Answer 2

• Staying true to positioning, not rushing
• Commiting to your brand
• Building trust and loyalty with your customers
• Not changing the brand once it’s developed
• Reassuring customers

Question 3

2. Protection

Answer 3

• How secure a brand is in different areas
• Legal protection (no one can copy a brands idea)
• Proprietary ingredients (Starbucks owns their own syrups)
• Design (Apple trade marks shape of iPhone)
• Scale or geographic spread (Mcdonalds has stores all around the world which is the geographic spread and they need to see whether they can protect the stores worldwide
• Vital part of a brand identity because you want to be the biggest and most identifiable in your market

Question 4

3. Clarity

Answer 4

• The brand’s values, positioning, and proposition must be clearly articulated and shared across the organization, along with a clear view of its target audiences, customer insights and drivers.
• By having a clear understanding of what consumers want, you will have no issue satisfying their needs
  Needs to be shared within brand, so they achieve marketing clarity

Question 5

4. Responsiveness

Answer 5

Responsiveness is looking at a brands ability to adapt to market changes, challenges, and opportunities. Many companies during and after the recession in 2010 were able to adapt to a new market.

Question 6

5. Authenticity

Answer 6

• A company that has stayed true to the quality of product or service
• Brands that have experience and a positive reputation of good quality products
• They focus on quality over quantity

Question 7

6. Relevance

Answer 7

• Relevance estimates how well brands fit with customer needs and wants
• Brands must keep up in order to stay relevant and keep customers

Question 8

7. Understanding

Answer 8

Customers understanding the complete perspective of a brand. This can include the brands visuals elements and qualities (going beyond the expectation).

Question 9

8. Consistency

Answer 9

• For a brand to be consistent most products stay the same as well as logos, slogan, name etc.
  -The quality of the product also should stay consistent and not change
• A brand also should be the same everywhere and not change the look or items at different locations

Question 10

9. Presence

Answer 10

Measures the degree to which a brand feel omnipresent and how positively consumers, customers and opinion formers discuss it both in traditional and social media.

Question 11

10. Differenciation

Answer 11

The degree to which customers perceive the brand to having a positioning that is distinct from the competition