Interbrands lists the factors that make up the strength of a brand

Ten factors developed by Interbrands allow for a framework for valuation and management of brand assets.

Internal factors are:

  1. Clarity as to what the brand stands for
  2. Commitment and belief
  3. The extent to which related IP rights are protected
  4. Responsiveness to changes and opportunities
External factors are:
  1. The brand can deliver equal to or greater than customer expectations
  2. Relevance
  3. Recognized distinctiveness from competitors
  4. Consistency
  5. Presence
  6. Consumer understanding of the other external factors