What deems a successful brand? Many marketers ponder on this fact on a daily basis to keep their brand on top of the game and assess others that are trying to attain their level of success.

Even though a brand name is a relatively intangible asset (although Coca Cola would probably disagree) profitability is an indication of how well their combine marketing efforts work together and the actual quality of the product or service that is given.

The team at Leo Burnett have researched and analysed some factors that they seem to be the key distinguishing factors as to what makes a successful and popular brand. They break it down in the following way:

• Affinity: Measured by customer responses such as trust, having an emotional connection, brand empathy and appreciation of quality
• Visibility: The notion that a brand is everywhere, both in physical distribution and mental recall of advertising
• Differentiation: Based on personality, such as whether a brand is fun, quirky, up to date and innovative
• Integrity: Whether honesty and transparency are associated with the brand, and
• Longevity: Long-established brands that adults may recall using in childhood.