Taking the brand’s temperature

Roderick White

This introduction to Admap's report on branding provides a summary of the key elements required for a healthy brand and how brand health should be monitored.

Taking the brand's temperature

Roderick White

This introduction to Admap's report on branding provides a summary of the key elements required for a healthy brand and how brand health should be monitored. Key points include: good brands are built for long-term life, and the factors required to achieve this should be put in place from the start and continuously monitored; such monitoring should provide comparison with known competitors and also benchmarking against similar types of brand in comparable categories; brand health depends mainly on how people (consumers) perceive it; differentiation, and perceived brand...

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