What makes a great brand – “great”

In some recent research,  respondents were asked about the qualities they believe are necessary to make a brand great.What do you think?

Percentages refer to the number of consumers who strongly agreed on each brand quality:

Trustworthy 97%

Credible 96%

Tells the truth 96%

Never lets me down 93%

The company has values and ethics 92%

Consistent 91%

Interesting and worth talking about 86%

Innovative 85%

Inventive 84%

Recommended by people I know 78%

Fun 68%

Entrepreneurial spirit 63%

Passionate 63%

Unchanging over time 44%

Been around for a long time 41%

Seen everywhere 39%

The biggest 15%


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