Attributes of Strong Brands

When asked to rank their brands' attributes, marketers gave 'value for money' the highest average ranking in the Chartered Institute of Marketing's (CIM) recent Marketing Trends survey in the UK.

Sixty-nine per cent of firms of all sizes rank 'value for money' as the top attribute of their brands. In comparison, 38 per cent of firms selected 'reliability' as the top attribute. Only 3 per nominated 'long life'.

With regard to different industry sectors, amongst the manufacturing and service sectors 'value for money' secured the top ranking over reliability, ethics, modern, quality and long-life. There are, however, exceptions with the Utilities sector ranking ethics as the top attribute. However, in all only 11 per cent of firms nominated 'ethics' as a key brand attribute.

The survey represents the vast range of UK business, with marketing professionals from all sectors, all sizes of company and all regions participating in the survey.

For further information, visit www.cim.co.uk

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.