Describe four factors that can influence a company's ability to build a strong brand

What will be an ideal response?

Answers will vary but may include the following: The existing competitive environment influences the success of a brand, and the nature of the product category including consumer desires sets out the criteria for the success of the brand. The ability of a company to differentiate the brand through patents or production techniques will also affect the strength of the brand. The strength of the brand will to an extent be determined by the relevancy of the brand to consumers; this relevance can be established through advertising and the characteristics of the product. Finally, business capabilities and financial resources will influence the creation of a strong brand.