16
/ December
2011
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:
- Clarity as to what the brand stands for
- Commitment and belief
- The extent to which related IP rights are protected
- Responsiveness to changes and opportunities
- The brand can deliver equal to or greater than customer expectations
- Relevance
- Recognized distinctiveness from competitors
- Consistency
- Presence
- Consumer understanding of the other external factors