Clarity: be clear on what your brand stands and who you’re selling to
Commitment: a shared belief in the brand proposition that encourages people to invest time and energy
Governance: key to keeping the execution of your brand strategy on track across your organization’s business units and regions
Responsiveness: anticipate changing market needs, have the agility to adapt and respond to these changes, and fuel constant innovation
Authenticity: focus your brand around an internal truth—a well-defined story and set of values
Relevance: rooted in robust insights, this understanding will help you make the right choices as you expand
Differentiation: a distinctive proposition, creative expression, and unique experience set you apart from the competition
Consistency: if a brand is a promise, then lack of consistency means breaking your promises
Presence: maintaining presence in all aspects of people’s lives is how you expand in terms of both reach and influence
Engagement: showing a deep understanding of, active participation in, and a strong sense of identification with, the brand

Sourced through Scoop.it from: www.interbrand.com