Can there be a model for building attractiveness?

The answer is - 'Definitely'. Attraction is more scientific than most would have you believe. 

Every time a Brand has a human interface, it arouses deep-rooted physical, psychological, sociological and cultural reactions in the person, exerted as a ‘force of attraction’ by the Brand. This intrinsic capacity of a Brand to arouse the audiences’ interest and create a magnetic pull towards itself is Brand Attractiveness, also called Brand Appeal. Appeal (appropriately derived from the French word adpellere, meaning ‘to drive’) may be described as the inherent force of attractiveness of the Brand that interests, pleases or stimulates, and it is this force that makes a Brand desirable (or not).

Brand Attractiveness is a powerful, intangible force, which goes much beyond its physical appeal. It is an invisible, overwhelming pull, which subliminally, but irresistibly draws audiences towards itself.

Communication plays a dual role in building Brand Attractiveness. First, it embellishes the inherent force of attraction of the Brand, and secondly, it helps transport this inherent appeal to audiences who have never directly experienced the Brand. Good communication is the telescope which brings Brands up-close and personal, enhancing attributes to make them more noticeable. It is also the microscope that helps bring out the internal intricacies that may need deep delving to be experienced. Nevertheless, for this appeal to work, the force of attraction has to be natural and intrinsic to the Brand.

The Brand Attractiveness Model has four pillars on which it is founded, namely Rational Appeal, Emotional Appeal, Communication Appeal and Aspirational Appeal. 

(Adapted from the book 'Decoding Communication')