You may have a great business idea and technology,
still your ambitious venture is bound to fail if you don't create
a remarkable brand .

Hard and Soft Brand Attributes Vadim Kotelnikov Value Mantra Example Example Name Vision Logo Slogan Brand Appeal Positioning Brand Attributes: Hard and Soft

STAND OUT from your competition 



Brand Attributes represent the essence of the brand and portray a company's brand characteristics. This set of characteristics signifies the basic nature of a brand and differentiates the company from its competitors in the eyes of customers.  >>>




Hard Brand Attributes

Hard brand attributes are tangible features that are developed through texts, images, sounds, and videos. Name of the company, its vision, logo, slogan, taglines, value mantra, branded signs, images, gestures, music, songs, chants, and color combinations are examples of hard brand attributes.



Soft Brand Attributes

Soft brand attributes are intangible features that are developed through design and implementation of differentiated value creation strategies.

Examples of soft brand attributes are Uniqueness, Transcendence, Appeal, Positioning, , Credibility, Consistency and Sustainability.





Brand Name


Marketing Slogan

Value Mantra



Leading value innovation exchange network

Charm & Ambrosia

Innovate, Share, Amaze

Co-create to stand out!






Customer Experience as a Love Story

Customer experience (CX) is your customers' holistic perception of their experience with your business or brand during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages... More