The accomplishment of Market leaders is that they create a unique place in their customer's mind. The success of a product, service, individual, business, organization is mostly based on how unique they are perceived by their audience.
Factors that affect a brand of an organisation can be both tangible and intangible. It is not about the logo it's what response your logo brings out in your target audience.
One should know their brand and what benefits it provide in order to consistently present that message to the marketplace. Consistency and focus are the keys to long-term success as brand building is not something which you can do in a day or week; it's a time intensive process by itself. Innovation is the key to success of a brand but this need not limited to the functional benefits of the brand. A brand that sets the trends or is proactive to the customer needs rather than reacting to them is likely to be seen as different and more popular.
Brand if managed properly, creates value and influence. Today customers seek out brands that display their values by the actions they take. This can be clearly seen in industries which have a strong customer-service component.
