Being seen as the best at something can tip purchasing decisions in a brand’s favour amongst anyone for whom that dimension is relevant. 

What’s relevant varies by category but this illustration captures many of the most common factors.

Big brands may be be so well known they can make people feel that they are the best in multiple areas but most brands are better off trying to dominate just one area or a combination of two - especially early on in the brand's life (later on, growth may need to come from becoming more widely relevant).

Listen to this audio clip to hear more on the topic and how it relates to Byron Sharp's observations about how brand grow.