Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective. a brand should succinctly capture the total offering in a way that: October 5, 2022 by 8i9x6 clearly distinguishes it from competiting offerings. utilizes at least 5 brand attributes. answers a question in the customer’s mind. clearly ties the brand name together with the brand mark. associates the brand with a customer emotion such as happiness or love. See Answer answers a question in the customer’s mind.