1.Brand Vitality which refers to the current and future growth potential that a brand holds in it.
2. Brand Stature which refers to the power of a brand.
Both of these heads can be further divided to have the following parameters for judging the brand-
It is the ability of a brand to stand apart from its competitors. Differentiation has three constituents to it. These are
Different-refers to how do the brand’s offering differs from its rivals.
Unique- refers to the brand’s quality and carries the essence of its existence. It has more to do with the credibility, authenticity and originality of the idea that the brand carries.
Distinctive-refers to the worthiness of a brand.
This refers to how closely can the consumers relate to the brand’s offering and is a significant driver for a brand’s penetration.
This refers to the consumer perception about the brand. Whether a brand is popular or not, whether it delivers on its stated promises- all this contribute in building up the esteem of the brand.
This refers to the degree of awareness about a brand in the minds of its consumers. This is very important in building a brand and making the consumers understand of what the brand actually stands for and its implicit message to the consumers.