Brand attributes: which ones are the most appropriate to differentiate you?

Brand attributes are key to building an image that attracts and captivates your buyers. That’s why brand positioning surveys use them to better understand whether you are close to the image you want to create in the minds of customers. If you are not, or you do not stand out from your competition, you will need to introduce corrective measures to help you differentiate yourself better.

To help you achieve this, today we tell you everything you need to know to choose the most appropriate brand attributes and measure them with an image study.

What are brand attributes?

Brand attributes are the essential characteristics that define and represent a brand. They are the elements that give a brand identity, personality and value in the mind of the consumer or customer. Brand attributes answer the question: How do people perceive this brand?

What are brand attributes for?

Brand attributes serve to build, communicate and strengthen the identity and perception of a brand in the consumer’s mind. They are fundamental to differentiate in a competitive marketplace and create lasting connections with the public. Brand managers use brand attributes for a variety of purposes:

• Differentiation. Brand attributes can help you stand out from the competition. For example, Head & Shoulders has been presenting itself for years as the shampoo that prevents dandruff. Both its identity and its communication have been able to reinforce that attribute better than other similar products have been able to do. This attribute sets Head & Shoulders apart from other brands in the market.

   

• Trust and credibility. When a brand maintains its brand attributes consistently, consumers learn to trust it. For example, ING bank has advertised itself for years as the bank with no fees. When someone wants to sign up for new banking products and thinks of ING, they are likely to think that their offering will be fee-free.

• Identity building. They define who the brand is and how it wants to be perceived. For example, Nike has made a commitment to being a brand associated with inclusion and diversity, and to this end has carried out campaigns such as ‘You can’t win’ to promote women’s sport and highlight its commitment to it.

• Influencing the purchase decision. When consumers identify brand attributes they value, they are more inclined to choose it. The Patagonia clothing brand has built a strong image associated with a commitment to the environment and society. Consumers who value this commitment tend to favour the brand in their purchasing choices despite offering prices above the market average.

• Loyalty. Having well-defined and consistent brand attributes builds loyalty. For example, Toyota has the highest brand loyalty rate in the automotive sector. Their commitment to leading the hybrid car market and their communication showing that they are pioneers in this segment plays a key role. If you have chosen a Toyota for this reason, there is a good chance that you will choose the brand again for your next purchase.

In all these examples, the brand attributes highlighted have been carefully chosen and the communication has been designed to highlight them and develop that consumer perception. And it has worked.

Types of brand attributes

All brands measure a set of brand attributes. When choosing a car, for example, consumers do not decide on the basis of a single factor, but take into account a whole set of factors, such as consumer economy, perceived quality or the warranty offered. Therefore, each brand will have to choose a certain number of attributes to consider.

However, not all brand attributes are the same. Let’s see what types there are.

Basic, valuation and differentiation attributes

• Basic attributes: these are characteristics common to all brands within the same sector. Let’s imagine for a moment that we want to subscribe to a CRM for the company we work for. Attributes such as the possibility of registering personal data or managing users and roles must be there, as it is part of the essence of what a CRM is. Without these attributes, it is difficult for buyers to consider the product.
• Valuation attributes: these are attributes that provide value for the customer, but are not unique to the brand. For example, in the mobile phone industry, a valuation attribute might be the quality of the phone’s camera. The quality of one brand’s cameras may be higher than the market average, but high-end handsets from other brands may also offer similar qualities. Although it is a brand attribute valued by its consumers, it is unlikely to be unique to any one brand.
• Differentiating attributes: These are the unique characteristics that distinguish a brand from its competitors. For example, in the mobile phone industry, Apple’s iOS operating system is unique to the brand, and therefore a differentiating attribute compared to Android-based alternatives.

Functional, emotional and symbolic brand attributes

• Functional attributes. These are the tangible benefits offered by the product or service. They can be measured objectively or perceived through the senses. The charging speed of a smartwatch is an objective factor that can be measured. The life of a battery or the availability of a bank’s ATMs is also measurable. And the taste of fries in a fast food restaurant can be assessed through the sense of taste.

• Emotional attributes: these are the intangible benefits that the brand generates, they cannot be measured directly and are related to how the consumer feels when using it or identifying with it. For example, when Damm launches its ‘Mediterráneamente’ campaign, it is appealing to values of proximity, tradition and cultural affinity that are emotional and intangible.

• Symbolic attributes: these relate to the social or cultural values that the brand represents, what it symbolises to consumers. They can represent values such as power, social status, innovation, sustainability and many others. In the fragrance category, symbolic brand attributes are widely used to give brands personality. When Boss casts Chris Hemsworth in its spots (the superhero Thor in the Marvel franchise) it projects an image of power that is associated with its product.

How does research help you choose your brand attributes?

Choosing the right attributes for your brand is very important for its success. Getting them right will bring you many benefits. And research helps you ensure that your choice is optimal.

Background research

In order to create a list of the most appropriate brand attributes, you must have a good understanding of potential buyers and their needs. These studies will help you gather the information you need:

• Usage and attitude studies. They will help you understand the market. Who the buyers are, what their needs are and how they buy and consume your category. This will help you understand what shoppers will look for in brands.
• Segmentation studies. They help you understand how to divide the market into homogeneous segments of buyers. You can select the segments you can most easily convince today and unlock new targets as you have the products and budget to attract them.

Once you have this information you can create a first list of the attributes you want to work on with your brand. Add all the attributes that are relevant to consumers in the market. Combine functional, emotional and symbolic brand attributes in the list. Make sure that the brand attributes that are most important to your target segments are included. If the list is too long, prioritise it according to the following factors:

• Relevance: Is it important to buyers in the market?
• Legitimacy: Is it something my brand offers or is in a position to offer?
• Differentiation: Can it make my brand stand out from the competition?

Brand research

Once you have your list of brand attributes, you can do your image and positioning research. Consumers will provide information on the degree to which each brand is associated with each brand attribute. With this information you can create a map that places attributes and brands according to their relative distance. This will help you understand which attributes you already cover adequately and which ones you need to reinforce in your product and communication.

Repeat your image study from time to time and you will be able to see how your brand image is evolving, how your campaigns have worked to move your positioning towards the space you want to occupy.

Identify your brand attributes with We are testers

If all this sounds complicated, don’t worry. At We are testers we have a team of research experts who can guide you through all stages of the research. They can help you with the identification of the most suitable brand attributes for your image study. And they can also take care of all the research for you.

With the 130,000-strong consumer panel you can quickly access consumers in your category. And if you need to contain your budget, you can set up the study yourself with the research platform we provide. You decide how to conduct your research.

Contact our experts today to find out all the possibilities, strengthen your brand image, and start benefiting from the advantages to grow faster.

Update date 18 July, 2025