I get asked about Brand a good deal when I’m training product marketers and there are a good deal of opinions of how to manage brands, but effective brand management is a process. This list of the best global brands from Interbrand provides some key insights into core brand attributes for folks to think about.
The 10 Principles of Strong Brands
- Commitment
- Protection
- Clarity
- Responsiveness
- Authenticity
- Relevance
- Presence
- Understanding
- Consistency
- Differentiation
While I like the 10 principles from Interbrand, there are two additional things to consider:
- Does your corporate culture live the brand?
- Can everyone in the company tell the same story about the brand?
As you may have seen in the report, technology companies, business consultants and internet services are increasingly focusing on brand, so what’s your brand plan for 2011 and 2012?
