Brand attributes are all the components of the brand and product image that the consumer perceives audibly, tactilely, and visually. For example, naming, logo, corporate colors
, packaging, advertising messages, quality, price, as well as the company's vision, mission, and values.
Attributes are a crucial component of a strong brand, as they form a unique identity in the eyes of consumers and evoke emotions. It is these elements of communication that make people remember and recognize your product/service. For instance, Apple's logo, packaging, and product design are unique brand attributes that allow consumers to easily recognize and associate Apple products with high quality and innovation.
However, there are also examples where improperly chosen attributes formed a wrong impression about a brand and its product. For instance, the well-known company General Motors once faced a fiasco when trying to introduce the new Chevrolet Nova car in Latin American markets. It turned out that "No va" in Spanish means "does not move." Another company, Colgate
, also faced a problem when promoting its product in Spanish-speaking countries. In Spanish, "colgate" translates to "go hang yourself."