Strong versus Weak Brands

Strong Brands

  • Make clear promises that are kept overtime
  • Have rich, unique brand equity, strong thoughts and feelings
  • Are dependable and deliver consistently
  • Have a loyal franchise

Weak Brands

  • Make vague promises that change
  • Very general equity and low emotional commitment
  • Have “spotty” reputation, create doubt
  • Little royalty, rely on pricing and short-term promotional incentives

Source: Prof. Barbara Kahn