Market dominance

• How high is the brands market share compared to the competition?
• Is the brand highly regarded by the consumer?
• Does the brand have its own magic?

Longevity

• Truly great brands will stand the test of time
• Does the brand have esteem and familiarity?
• Would the brand appear resilient to negative market influences?

Goodwill

• Does the consumer trust the brand?
• Does the brand live up to its promise?

Customer loyalty

• Will the brand’s consumers choose it repeatedly and automatically over competing brands?
• Is the brand strong enough to make the consumer go in search of it?

Overall market acceptance

• How is the brand different from anything else in the market?
• Is the brand ubiquitous and readily accessible? Does the brand have vitality and stature?
• Would the consumer recommend the brand to a friend?