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.
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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,
value mantra, branded signs, images, gestures,
music,
songs,
chants, and color combinations are examples of hard
brand attributes.
Example:
Hard Brand Attributes of INNOMPIC
GAMES
Names: Innompics, Innompic Games
Vision: Planet of Loving Creators
Gesture: Hand creating and hand giving – with love
Anthem:
song “I Have a Difference To Make!”
Slogan: Grow fast, thrive globally
Value Mantra: Learn, Create, Thrive
Soft Brand Attributes
Soft brand attributes are
intangible features that are developed through development
and implementation of differentiated
value creation
strategies.
Examples of soft brand attributes are Uniqueness,
Transcendence,
Appeal,
Positioning, , Credibility,
Consistency and Sustainability.
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