• A brand must arouse interest - if it does not, then another brand takes its place
• A brand must also have a purpose and be needed in the market to make people want to buy it

• Advertising can only increase brand awareness.
• A brand is always a promise of some kind of result
• Before you can claim that a brand is a leader, you need to see for yourself
• A brand leader must always attack itself to conquer new markets and maintain its position
• People always want something new, but at the same time they need stability and solidity
• A brand should always be market-oriented, sometimes relying on consumer perception instead of research
• Major branding changes are made every 3-5 years
• If a brand gives more than expected, it will grow

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