The characteristics of a leading brand.

The Futures Company have recently undertook a study looking at the characteristics of a leading brand.

The new study polled 1,010 people  online – who ranked 18 characteristics of a leading brand.

A leading brand is one that everybody likes and trusts, according to the new study. High quality products and customer service were the next favourable characteristics.

The results are as follows:

Top 10 Characteristics of being a Leading Brand

  1. Is a brand everyone likes and trusts: 66%
  2. If offers the highest quality products: 66%
  3. It has superb customer service: 66%
  4. It is number one in customer satisfaction: 65%
  5. It always puts right its mistakes: 64%
  6. It anticipates the future better than its competitors: 61%
  7. It is the brand that competitors try to copy: 61%
  8. It is the most responsive to changing consumer needs: 60%
  9. It is the number one seller: 55%
  10. It sets the trends in its category: 53%

Top 10 Characteristics of Leaders

  1. Being a good communicator: 74%
  2. Being willing to take responsibility for good and bad decisions: 74%
  3. Identifying the most important actions needed by the business: 71%
  4. Having a firm grasp of the facts: 69%
  5. Being effective at organising people: 69%
  6. Focusing on what is best for the business: 66%
  7. Being able to evaluate a situation quickly and make a decision: 66%
  8. Being undeterred by setbacks: 62%
  9. Having a clear vision of what the future will look like: 61%
  10. Focusing on opportunities rather than problems: 53%

What do you think a leading brand is?

Rita ONeill

Rita joined LinearBlue in October 2009 as Marketing and Project Assistant shortly after graduating from Manchester Metropolitan University Business School with a bachelors degree in International Business. Her involvement in both marketing and project management challenges her to develop her skills further and grow within the company. As our current Employee of the Year (April 2011) Rita is looking forward to developing her knowledge further whilst providing excellent project management and client service.

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