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What Makes A Brand Strong? | Part Two

A loyal and growing customer base

The brand’s customer base is usually an excellent indicator of the current health and future prospects of the brand.

This is the case even if this base is narrow, so long as it’s growing and the brand’s appeal is strengthening.

The converse is also true.

A brand that enjoys a large customer base that is static or eroding is, at best, stagnant and, at worst, in decline if the brand’s appeal is weakening.

So, the next time you are evaluating the strength of a brand you now know some factors to be considered. First, you should ascertain whether the brand promise is compelling and genuine. Second, you should evaluate whether the brand has a loyal and growing customer base.