The three attributes of successful branding.
1. Coherent : A single brand personality results from the blending of the physical product, the package and all the elements of communication (name, style, advertising, pricing, promotions, etc).
2. Unique : and constantly developing to stay unique, in both functional and non-functional values (that which appeals to the senses, the reason and the emotions);
3. Relevant: to people's needs and wants, in an immediate and salient way. In addition, buyers should be able to "hear" the sound when they read the name and "see" the spelling when they hear the pronunciation.