Brand report card

The world's top brands share ten characteristics, which together can form a brand report card with which to judge performance.

Brand report card

Kevin Lane Keller

Ten characteristics have been identified that the world's strongest brands share. These ten attributes form the basis for a brand report card, which provides a systematic way for managers to think about how to judge their performance. The brand report card is a useful tool for assessing areas that need improvement, recognising areas in which the brand is strong, as well as learning more about how a particular brand is configured.

Building a strong brand involves maximising all of the following ten attributes:

  1. The brand excels at delivering the benefits customers truly desire.Have...

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