What should be the anchor text for backlinks?

I am bit confused about anchor text.
Should I use exact keyword, brand name or naked URL? What should be the ratio of these? Like out of 10 backlinks how many should for exact keyword, brand name or naked URL?
Do I need to point to home page or the specific service/product page? What should be the ratio for this?

submitted by /u/vaibhav15s
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