Attributes are more often used when referring to products rather than brands. A product’s attribute might be a function or a feature. These functions and features often lead to consumer benefits.
Brands can have attributes too. Brand attributes are a bundle of features that highlight the physical and personality traits of the brand. They are similar to the attributes that allow us to consistently identify individuals.
Attributes are developed through images, actions, or presumptions. Brand attributes help in creating brand identity.
The top 10 attributes used by consumers when evaluating the value of a brand, product or service are:
| RANK | % | VALUE |
| 1. Product works well/tastes good | 81 | Quality |
| 2. Can use it fully without waste | 69 | Consumption |
| 3. Just the right amount I need | 67 | Consumption |
| 4. Despite the fact I prefer lower prices, quality still matters with regard to value | 66 | Quality |
| 5. Assurance of hassle-free returns | 64 | Consumption |
| 6. Getting the absolute lowest price possible | 62 | Price |
| 7. It makes my life easier and less complicated | 58 | Experience |
| 8. Provides an enjoyable usage experience | 58 | Experience |
| 9. Saves me time when using it | 57 | Experience |
| 10. Improves my quality of life | 57 | Consumption |
Excerpt from A Hartman Group Industry Analysis – April 2010
Sameer Bansal is Owner and Principal Consultant at BrandFocal. He builds websites and writes technical documentation.
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