What Drives Good Branding?

Interbrand has just released The 2007 Brand Marketers Report, its annual survey on brands and branding. In the survey they asked the experts to tell, in their own words, what they believed to be the most critical aspects of successful branding. Here are the ranked "aspects of success" that received more than 10% of the total responses.

1. Consistency (36%)
2. Understanding of Customer
3. Understanding of Customer/Target (18.2%)
4. Relevance
5. Message/Communication (14.7%)
6. Differentiation/Uniqueness
7. Creative/Design/Brand ID (12.8%)
8. Key Stakeholder Buy-In
9. Relevance (12.4%)
10. Creative/Design/Brand ID
11. Differentiation/Uniqueness (12.0%)
12. Consistency
13. Key Stakeholder Buy-In (10.9%)

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