– Brand Name and Symbol: Has a DISTINCTIVE name, typeface, colour and logo.

– Familiarity: Has high level of AWARENESS, over 60-70% on an aided basis.

– Trusted Expertise: Has earned competitive scores on key attributes driving CONSIDERATION & PREFERENCE.

– Head and heart: Has EMOTIONAL connection, not just FUNCTIONAL meaning.

– Scale, Market Share and Margins: Ranks in Penetration, current usership, Volume and Value share, and Operating Margins metrics among the TOP 3 BRANDS in it’s Target segment.


So assess the strength of your Brand on the above and create a clear time bound plan to address the gaps.


Do let me know what you think.