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Brand INTERNAL FACTORS EXTERNAL FACTORS Relevance
Leadership
Engagement
Strength
Factors
Direction
The existence of uniquely
The degree to which a brand feels
The degree to which there is a clear Distinctiveness Presence
purpose and ambition for the brand, a ownable signature assets and omnipresent to relevant audiences,
plan to deliver on them over time, and experiences that are recognised is talked about positively, and is
a defined culture and values to guide and remembered by customers easily recalled when a customer has
how those plans should be executed. and difficult to replicate. a need in the brand’s category.
Alignment Coherence Trust
The degree to which the whole The degree to which customer The extent to which a brand is
organisation is pulling in the same interactions, whilst varying seen to deliver against the (high)
direction, committed to the brand depending on channel and expectations that customers have of
strategy and empowered by systems context, remain authentic to the it, is perceived to act with integrity
to execute it across the business. brand’s narrative and feel. and with customers’ interests in mind.
Empathy Participation Affinity
The degree to which the organisation The degree to which the brand has The degree to which customers
is in tune with customers and wider the ability to draw in customers feel a positive connection with the
stakeholders, actively listening to and partners, create a sense brand, based on the functional and/
and anticipating their evolving needs, of dialogue and encourage or emotional benefits provided, and/
beliefs and desires, and responding involvement and collaboration. or a sense of having shared values.
effectively and appropriately.
Agility
The speed to market that a
company demonstrates in the
face of opportunity or challenge,
enabling it to get ahead and
stay ahead of expectations.
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