- High quality including choice materials, fine craftsmanship and superior aesthetics
- Outstanding customer service including attentiveness, respect, courtesy and civility
- Exclusivity, rarity and unique privilege of ownership
- Brands that confer status
- History, pedigree and a well told brand story
- Minimized risk
(c) 2014 by Brad VanAuken, excerpted from Brand Aid, second edition, to be published in December
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