What are key attributes?
Key attributes are the key characteristics that attract consumers to a category and a brand.
Theseattributeshelpcreate a functionalandemotionalconnectionbetween the consumersand the productorservice, andthey can also be used to buildtrust in a brand.
Many people talk about brand attributes but I don’t think so. I often talk about key attributes at category level and imagery association at brand level. I will explain and distinguish more detail in the next 2 video.
How to measure and track key attributes?
Key attributes are generally measured and monitored over time as part of a brand health tracking report. The results can be mapped in different ways, from most important to least, as well as how other competitors perform on the same criteria.
Please watch the video for more explanation with examples:
Thanks and best regards