How should I improve the image of my brand?

This Knowledge Point article argues that the most successful brands, and those with the strongest growth potential, tend to have a clear, distinctive positioning based on emotional affinity as well as rational product benefits.

How should I improve the image of my brand?

Rational points of difference driven through innovation remain a powerful source for brand success, but improving the warmth of your brand's personality may also reap rewards.

Finding measures which relate to future market share is a goal of good brand equity research, but is also a tough one — since so many other factors can influence the future beyond the strength of your brand.

However, in BrandDynamics™ and BrandZ™, we have access to by far the world's largest brand database. By comparing this data with a knowledge of what subsequently happened...

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