1. Consistency in brand promise: most leading brands have excelled in keeping their promise of value. They work hard in ensuring what they promise on paper is a reality with customers’ daily contact. Most times they exceed the value in their promise.

2. Continual delivery of great brand experience: Experience is a great teacher so say the old adage. This is still true till date. Great brand ensures that their client have great experience at their first or any contact. They invest in their contact centre, contact people, location as well as in total package that are presented to their customers. They always ensure their clients leave with positive impression of the brand

3. Clear ownership of a distinct position in the market: Most leading brands have and understand the position they occupy in their niche and work hazardously to protect or improve on the position if it is not number one.

4. Committed to ‘internal’ branding of employees: Observe any leading brand; they have great employees who truly represent them. They always work hard to ensure that their promise deliverers are in good shape as well as fit to ensure brand compliance all through the stages.

5. Culture of improvement and innovation: Every leading brand has a great passion for daily improvement in service delivery as well as innovation.

6. Perceived possession of superior products, services and technologies: Every leading brand works hard on getting perceived as the best brand around town. After all these attributes, leading brands communicate these attribute to ensure their identities are not corrupted. They also build strong, consistent identity that enhances their memorability.

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1. Personality of leading brands.
2. Brand switching
3. Stand out brands