Powerful brand position, communicating that position, establishing the brand position, employee understanding of brand position and importance, and managing the brand over a period of time are the five principles of building strong brands.

Brands - well-managed brands are usually an organization's most valuable single asset. Studies suggest that for consumer goods, brands often represent 50 to 80% of the market capitalization of their parent organizations, and for industrial goods, around 20 to 30%.

Building brands requires the same care that one would use for developing any major asset such as new products or services, new factories, or new information technology systems. Some organizations are very good at building brands but some organizations do not seem to understand the basic principles that must be observed to develop and maintain successful brands. This article describes those principles and how they need to be implemented.

Whatever the customer thinks of when he or she thinks of the brand. These may be the product or service itself, features, benefits, or needs and may be positive or negative. The connections between the identifiers and the attributes. Powerful brands have strong associations with a few key attributes - ideally those attributes that are main drivers of customer behavior.All these components are related to each other as shown in Exhibit 1. When one is changing any of these components, the brand is being changed.A brand is not just its name or logo. Rather a brand is the name or logo and what it stands for in the customer's mind.

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