Onur Cobanli explains:
I think quality is about satisfying expectations in an constant manner; i.e. for example for services, it is about getting what you expect, the level of excellence you expect, the taste you expect, the experience you expect, as you expect it, at any time, you consume the service; it is about coherence, it is about consistency. Likewise, the brand value is too about consistency, and most of such consistency is about consistency in design and communications, to have set of rules, to have a coherent style, to have a coherent user experience. This coherence must be widespread; everything must be designed, and everything should be designed following an initial, rich concept that has a vision, mission that restricts the design yet also presenting with unique opportunities.