What Goes into Developing a Brand?

Verizon is what BrandZ classifies as a "king"—a brand that is assertive and in control but wise, desirable and trustworthy.

Be clear to connect better:

Branding needs to be clearly focused to form instant connections with audiences. It is better to concentrate on what you do best than trying to impress everyone. This does not mean limiting opportunities but rather carving out specific niches to differentiate.

One of the finest examples is McDonald's tagline "I'm Lovin' It". The campaign launched in 2003 and is still active in 2013, with the brand at number 4 on BrandZ's Top 100 Most Valuable Global Brands. The company doesn't promise any benefits from eating the food other than you love it every time you eat it. It's simple, clear and right on target.

How have you developed your brand strategy? What do you think resonates with your customers?

*/