• The brand should be interesting – if it is not, then its place is a different brand

• The brand should also have a purpose and it should be needed on the market

• Advertising can only increase the level of recognition of the brand.

• Brand is always a promise of some kind of result

• Before you claim that a brand is a leader, you need to be sure of it yourself

• a leading Brand should always attack himself to conquer new markets and maintain its position

• People always want something new, but at the same time they need stability

• Brand should always be oriented to the market, sometimes instead of research, it should rely on consumer perception

• Serious changes in branding should be made every 3-5 years

• If the brand gives more than expected, it will grow

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