Saturday, May 23, 2015

5 Principles of Star Brands – GEC Business Review


Ask yourself what is your favorite brand? This is one of my favorite girly topics to my friends and neighbors at the dinner table, and not surprisingly, I have been repetitively amazed by the consistency of some brands that my friends consider as their favorites such as Apple, Samsung, Starbucks, Adidas, Victoria Secret, Louis Vuitton and many more.

Interestingly, for some hardcore brand supporters, a favorite brand is no longer just offering a good quality product. For them, a favorite brand has its story and represents a character. In some extent, the brand has its power and emotional connections—at the highest level—that provides its supporters the superhero feel that truly drives brand loyalty.

The brands that have achieved these qualities, I call them Star Brands!

Star brands are not born overnight, they are built based on countless powerful branding strategies, flawless brand tactics, strong positioning and feasibly profitable business models. Although every brand is unique in its way, I personally still believe that star brands share some core principles in common.

1. Positioning
Star brands understand their positions, know who they are. They know their strengths and weaknesses, and they know how to continue to evolve and expand in short- and long-term basis. Rock-solid positioning requires deep understanding of target customer, their demographics as well as their needs and wants; and star brands know how to market and communicate effectively.

2. Consistency
Star brands are consistent and well-organized in terms of their communications. They have the ability to accurately differentiate themselves through consistent messages and brand identity which ultimately help increase brand exposure and recognition. Studies have revealed that consumers tend to go for the first brand that they can recall. A brand awareness metric namely “Awareness, Attitudes, and Usage (AAU)” is a classical framework that relates closely to what has been called the Hierarchy of Effects. AAU is indeed an assumption that customers progress through sequential stages from lack of awareness, through initial purchase of a product, to brand loyalty.

3. Personality
A brand personality is the ideology and attribution of human personality traits to a brand as a way to achieve distinctive branding differentiation. People tend to instinctively support a person or a brand that possesses the same thoughts and beliefs. Undeniably, star brands are able to intentionally deliver unique personality with purpose, working beyond their products or services that they offer.

Best Global Brands 2014 (Courtesy of

4. Relationship
Brand relationship is just like human relationship. When we first met, we started to understand and communicate, then we try the products, and later we decide whether or not to continue the relationship. Star brands are able to develop a close and long-term relationship with their customers. Star brands treat their customers as friends, and make great efforts to fulfill their needs and desires.

5. Promise
Star brands deliver promise—it is all about distinctive benefits where star brands promise to deliver to their customers. Don’t get me wrong, benefits are not limited to be merely functional, but they can be stylistic, artistic or emotional. Powerful brand promise brilliantly differentiates star brands—in some extent—it creates sustainable competitive differentiation, allowing them to be uncontested!

About GE Consult
Founded since 2003, GE Consult has helped numerous local SMEs/SMIs in developing their company profiles, business plans, business proposals etc. assisted clients in securing business deals and contracts. If you are looking for a winning company profile or any professional services, please do not hesitate to contact us at (+6017) 330 8077 and/or email for further service explanation.

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