According to an article by Helen Lom in WIPO's SME Newsletter for July 2004, "Among the various factors that determine a brand's success, one of the most important ones is the brand's differentiation power.
The brand must have a point of difference as far as the target group of consumers is concerned. This point of difference must be:
recognizable (in terms of the good and/or services marketed);
desirable (in terms of the quality and value of the goods and/or services offered);
credible (in terms of reliability); and
properly communicated (in terms of how the message is formulated and to whom it is targeted)."
recognizable (in terms of the good and/or services marketed);
desirable (in terms of the quality and value of the goods and/or services offered);
credible (in terms of reliability); and
properly communicated (in terms of how the message is formulated and to whom it is targeted)."
Rodney D. Ryder
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