In fact, before attempting to answer this question, it’s probably important to define what, exactly, a brand is? For me a brand is the complete experience and manifestation that a company produces, and how it is then internalized by the consumer. Candidly, that’s a little bit vapid when you consider that piles of business books and courses have been written and conducted to explain what a true brand is. Still, the brand is the experience that a consumer has when it comes to product, price, promotion and place.

Now, what brand is truly “great” in your estimation? 

It’s not always the biggest, the most profitable or the most well known. One could argue that you would need to hit those three mountaintops to be considered “great,” and that’s fair enough. Does size make a brand great? I know many great brands that many of you would question. Some think Apple is a great brand. Many hate it. Same could be said for just about any brand. Still… let’s push on this together: What makes a great brand?

Let’s make a list of what makes a brand great…

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