Introduction:
According to Professor David Arnold, there are several criteria for the success of a brand. These criteria help determine the effectiveness and impact of a brand in the market. In this context, we will discuss the options provided and identify which one is NOT a criterion for the success of a brand.

Analysis:
Let's analyze each option and determine if it is a criterion for the success of a brand or not.

a) Consistency with its personality:
Consistency with its personality refers to the brand's ability to consistently reflect its values, beliefs, and attributes across all touchpoints. This criterion is crucial for building a strong brand image and maintaining customer loyalty. When a brand is consistent with its personality, it creates a sense of trust and familiarity among consumers, which can positively impact its success.

b) Tangible benefits:
Tangible benefits refer to the measurable and physical advantages that a brand offers to its customers. These benefits can include product features, pricing, quality, convenience, or any other tangible aspect that provides value to the customer. While tangible benefits are important for attracting and retaining customers, they are not the sole criterion for the success of a brand. Therefore, this option is NOT a criterion for brand success.

c) Intangibles besides tangible benefits:
Intangibles besides tangible benefits encompass the non-physical aspects of a brand that contribute to its success. These intangibles can include brand reputation, emotional connection, brand loyalty, trust, and other subjective factors that influence consumer perception. Focusing on these intangibles is crucial for building a strong brand identity and establishing a competitive edge in the market.

d) Relevance to the customer:
Relevance to the customer is a key criterion for brand success. A brand needs to understand its target audience and create products, services, and experiences that align with their needs, preferences, and aspirations. By being relevant to the customer, a brand can effectively communicate its value proposition, differentiate itself from competitors, and build long-lasting relationships with its target market.

Conclusion:
After analyzing the options provided, it is clear that option 'b) Tangible benefits' is NOT a criterion for the success of a brand according to Professor David Arnold. While tangible benefits are important for attracting customers, there are other factors such as consistency with personality, intangibles besides tangible benefits, and relevance to the customer that play a crucial role in determining brand success.