A brand should be strong, positive, unique, credible, sustainable and valued in a customers mind. To have a successful brand you want it to stand out from the competition. If a loyal bond can be built between brand and consumer, in turn they will buy the brand repeatedly.
”You learn that creating customer loyalty is neither strategic nor tactic; rather, it is the ultimate objective and meaning of brand equity. Brand loyalty is brand equity.”
Companies, such as McDonald's, use brand moleculing which is a process that provides the manager with an opportunity to view the entire brand and affect change in a strategic manner.
By doing this analysis, you can achieve greater clarity and insight into your positioning or re-branding process. Some brands change their slogans/tags but are then forgotten as people often remember what came first and will always associate that with the brand.
Dedication to a given brand gives people a sense of meaning and of being part of something grand. The brands we support says things about the person we are and wish to be. For instance someone owning a Rolls Royce can be looked upon by others as being wealthy and intelligent.