1. Visibility (on roads, showrooms, shelf etc).
2. Media Presence (TV, print, outdoor etc).
3. Advertisement Likeability (customers understanding the ad message).
4. Sales/Market share captured (as Late adopters or Laggards go by this rule).
5. Parent Company (Customers’ belief in the parent company).
6. Benchmarking with other similar brands.
These six pointers may act as a framework to develop a brand; and due importance to any of the pointers depends on the market it will be catered.