What do customers want? A look at desirable brand traits.

eMarketer reported today a list of the qualities customers respect in a brand. Conducted by MTV, the survey looks at the 18-24 age group to determine if a brand is indeed king. It turns out that a label is not the almighty persuader we might think. The top 3 most important characteristics are “good quality, trustworthy, and works well.”

Here are the results,

• 74% good quality
• 55% trustworthiness
• 51% the product works well
• 46% it has a cool image
• 46% it has a good history
• 46% popularity
• 44% knowing it has been good for a long time
• 40% it has class
• 39% fits with my own image
• 33% its authentic
• 33% uniqueness
• 32% people are talking about it
• 31% its cutting edge
• 29% it fits in with other products
• 25% friends like it

What’s most important to you when making a purchase?