Table 1 The operational definitions of ten mutually exclusive factors under leadership, engagement, and relevance provide the metrics needed to determine brand strength.

LEADERSHIP

L1 DIRECTION The degree to which there is a clear purpose and ambition for the brand, a plan to deliver on them over time, and a defined culture and values to guide how those plans should be executed.

L2 ALIGNMENT The degree to which the whole organization is pulling in the same direction, committed to the brand strategy, and empowered by systems to execute it across the business.

L3 EMPATHY The degree to which the organization is in tune with customers and wider stakeholders, actively listening to and anticipating their evolving needs, beliefs and desires, and responding effectively and appropriately.

L4 AGILITY The speed to market that a company demonstrates in the face of opportunity or challenge, enabling it to get ahead and stay ahead of expectations.

ENGAGEMENT

E1 DISTINCTIVENESS The existence of uniquely ownable signature assets and experiences that are recognized and remembered by customers and difficult to replicate.

E2 COHERENCE The degree to which customer interactions, whilst varying depending on channel and context, remain authentic to the brand’s narrative and feel.

E3 PARTICIPATION The degree to which the brand has the ability to draw in customers and partners, create a sense of dialog, and encourage involvement and collaboration.

RELEVANCE

R1 PRESENCE The degree to which a brand feels omnipresent to relevant audiences, is talked about positively, and is easily recalled when a customer has a need in the brand’s category.

R2 TRUST The extent to which a brand is seen to deliver against the (high) expectations that customers have of it, is perceived to act with integrity and with customers’ interests in mind.

R3 AFFINITY The degree to which customers feel a positive connection with the brand, based on the functional and/ or emotional benefits provided, and/ or a sense of having shared values.