‘… for long-term value, brands need emotional as well as technological appeal. Indeed, [forward-looking companies] will have to invest in their brand as their major sustainable competitive advantage.’

You need to be either better, different or cheaper. Challenge yourself to stay relevant, simple and compelling.

Superlative. This defines the market position as top of its category, for instance BMW’s ‘The ultimate driving machine’.

If successful, a branding strategy will create the perception in the mind of consumers that there is no other product or service on the market quite the same.

The ancient Norse branded their animals with hot irons – a practice continued today by American cowboys, amongst others. However, the term ‘brand’

Consumer culture theory argues that people buy one brand over another because they feel it reflects their own personal identity, or one that they wish to create.

‘Women usually love what they buy, yet hate two-thirds of what is in their closets.’

‘The primary function of brands is to reduce our anxiety in making choices. The more we sense we know about a product, the less anxious we feel.’

These are grouped into five core dimensions: 1. Sincerity: domestic, honest, genuine and cheerful 2. Excitement: daring, spirited, imaginative, up to date 3. Competence: Reliable, responsible, dependable, efficient 4. Sophistication: glamorous, pretentious, charming, romantic 5. Ruggedness: tough, strong, outdoorsy This technique can be used to dis