An inherent characteristic of a brand, product, service, or category which can refer to a physical quality or consumer perception of its features or qualities. An attribute is distinct from an asset (see “Asset”) in that it can be used to refer to something positive or negative. In advertising and marketing, the term attribute is often applied to a brand (see “Brand Attribute”) or product (Product Attribute). For example, a product’s or brand’s attributes may include “reliable,” “convenient” or “fun to use.”
