ABSTRACT
The credibility a brand can bring to a user's life is in the form of reassurance, but there is also a need for something less rational and performance driven. There are four important brand characteristics: Credibility, Benefits, Personality, and Performance Delivery Advantages. The 'Core Benefit' of the brand allows the business to form a brand that it is capable of sustaining and, a more ambitious vision. The 'Core Business or Benefit of the Brand' allows the business to restate the role it wants itself to have by focusing on a tight definition of its potential emotional offer and benefits. The significance of credibility is great. It brings to the brand a level of gravitas, to consolidate the other characteristics. Vivienne Westwood has created a brand that has depth, breadth and a 'gravitas' that reflects her focus on issues that expand her brand way beyond the immediate and short-term importance of modern fashion.
