MSG Team's other articles

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10503 Online Sales Promotions and Advertising Methods

Sales Promotion and Advertising is one of the major activities of any Marketing Function in any business. Sales promotion and advertising is always drawn up based on the sales strategy combined with the nature and composition of the market. Audio, visual, print media advertising besides sales promotional campaigns have been the normal set of activities […]

10756 Setting the Product and Branding Strategy

Marketing strategy of a company revolves around 4Ps – Product, Price, Place and Promotion. Companies devise a strategy by mixing the four. The most important among is the product. All the marketing push and promotion will go waste if the product is not able to deliver. To come out with winner product, companies have to […]

12602 Buying Behaviour Patterns of Customers

For understanding the buying behaviour of the customers in retail stores it is very important to analyze the customer psychology, the factors which influence a customer for buying certain products/services from the stores and also an analysis of the customer’s response towards a sales promotion is very critical. Before analyzing the customer’s buying behaviour, let […]

11230 Self-Checkout Apps: The Future of Retail

The business of retail has always been evolving with technology. Companies which have been at the helm of technology have dominated the retail sector. Consider the case of Wal-Mart which reached new heights in retail thanks to pioneering the RFID based inventory system. Similarly, Amazon has been using its technological advancement to give tough competition […]

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Brand Attributes portray a company’s brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand.

Attributes are developed through images, actions, or presumptions.

Brand attributes help in creating brand identity.

A strong brand must have following attributes:

  1. Relevancy- A strong brand must be relevant. It must meet people’s expectations and should perform the way they want it to. A good job must be done to persuade consumers to buy the product; else inspite of your product being unique, people will not buy it.

  2. Consistency- A consistent brand signifies what the brand stands for and builds customers trust in brand. A consistent brand is where the company communicates message in a way that does not deviate from the core brand proposition.

  3. Proper positioning- A strong brand should be positioned so that it makes a place in target audience mind and they prefer it over other brands.

  4. Sustainable- A strong brand makes a business competitive. A sustainable brand drives an organization towards innovation and success. Example of sustainable brand is Marks and Spencer’s.

  5. Credibility- A strong brand should do what it promises. The way you communicate your brand to the audience/ customers should be realistic. It should not fail to deliver what it promises. Do not exaggerate as customers want to believe in the promises you make to them.

  6. Inspirational- A strong brand should transcend/ inspire the category it is famous for. For example- Nike transcendent Jersey Polo Shirt.

  7. Uniqueness- A strong brand should be different and unique. It should set you apart from other competitors in market.

  8. Appealing- A strong brand should be attractive. Customers should be attracted by the promise you make and by the value you deliver.

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