What do the best brands all have in common? At a time when discounting has eroded customer loyalty, Chris Malone, Managing Partner of Fidelum Partners and author of The Human Brand talks about how the best brands are able to tap into the customer's subconscious and successfully convey a winning combination of "warmth and competence". Based on customer research, Panera Bread, Toyota, Tesla, Domninos and Lululeon are hitting the mark and have been crowned as the top five brands for 2013. Malone discusses what these five are doing right.

This article was written by a staff member of TheStreet.

More from Video

Video: This Startup Connects Buyers and Sellers of Legal Marijuana

Video: This Startup Connects Buyers and Sellers of Legal Marijuana

Inside Carnival's Mind Blowing New Horizon Cruise Ship (Video)

Inside Carnival's Mind Blowing New Horizon Cruise Ship (Video)

Jim Cramer: If You're Concerned About Visa's Run, Check Out Global Payments

Jim Cramer: If You're Concerned About Visa's Run, Check Out Global Payments

60 Seconds: What the Heck is GDPR?

60 Seconds: What the Heck is GDPR?

Jim Cramer: Why I am So Bullish on Apple's Services Revenue

Jim Cramer: Why I am So Bullish on Apple's Services Revenue