A brand attribute refers to a distinctive characteristic or feature unique to a specific brand. This can manifest objectively, as a genuine characteristic of the brand, or subjectively. Subjective attributes are those perceived by consumers, whether they correspond to a real characteristic or are shaped by advertising. Generally, when discussing brand attributes, the focus is on their subjective aspect—that is, how consumers perceive them. Brand image studies examine these perceived attributes, and advertising is crucial in creating brand attributes that align with the expectations of the target consumers for a given product. For example, one metric used to assess changes in brand attributes is the power of advertising campaigns to elicit the desired brand attributes (source: Eyesee webinar).