Brand legacy – history and lore attached to brand | Brand recognition, awareness & image |
Build quality | Color selection |
Comfort | Convenience |
Customer experience | Customer perceptions |
Customer service levels | Customization options |
Design quality | Doing good |
Emotional appeal | Figure of merit – a measurable performance metric customers care about |
Guarantees and warranties | Local sourcing |
Location | Loyalty programs |
Materials quality | Number of customers – e.g. a busy nightclub |
Packaging | Patents and intellectual property |
Premium / exclusive features | Price |
Pricing model – e.g. all you can eat | Product design |
Product features | Product functions |
Product performance | Product selection |
Quality | Rarities – one of a kind things such as the only hotel on an island |
Reducing risks for the customer | Reputation |
Safety | Service excellence |
Service features | Social proof such as endorsements |
Social status | Solving a customer problem |
Taste | Terms and conditions |
Uniqueness – e.g. an appellation | Usability |
Visual identity |
