Brand Attributes
Key Attributes active illustration
Brand Attributes are simply words used by consumers to describe a company's brand characteristics. AAA aligns with those relevant attributes required to maintain brand strength and stature, as outlined within the Brand Asset Valuator (BAV). While there are more than 48 attributes used in the BAV analysis, in the case of AAA, the focus is on 17 key attributes, chosen based on their relevance and importance to AAA's brand health. Ten of these attributes drive and build differentiation, therefore, creating a higher level of greater importance when communicating with members, non-members, and lapsed members.
A key thought when attempting to build brand attributes -- the use of the name of the attribute is not always the most effective way to get the results you want. Attributes are built through actions, images, or inferences. For example, to strengthen the attribute "fun" for your club, incorporate humor and fun into your communication vehicles rather than just using the word "fun." You may find it helpful to take a look at the feedback from several clubs when asked to define how they think their members would describe AAA in each of the attribute categories.
For further information or to comment on Brand Attributes, contact Carole Sustak, Brand and Membership Marketing, at 407-444-7613 or e-mail csustak@national.aaa.com.
