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Brand Research and the Global Conundrum

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Description
AUTHOR(S):

David Redhill, Executive Director, Global Communications, Landor Associates

 

The tool is called the BrandAsset® Valuator. It measures brand differentiation, relevance, esteem, and knowledge, qualities that can be combined in certain ways to assess brand strength and brand stature. Referring to many examples, David Redhill summariz

 

PUBLISHED: 1999

 

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