Brand plan

This paper summarises a report on a survey of ANA members entitled 'Brand Deterioration: how to identify, measure and respond'.

Brand plan

John Patrick Pullen

Branding is everything. From product recognition to pricing premiums, so much depends on a company's identity and how consumers perceive it. Measuring and maintaining brand equity in an ever-evolving competitive landscape, however, can be a daunting challenge - and an expensive one.

To help marketers address critical issues associated with brand health and brand deterioration, the ANA, in conjunction with Guideline, Inc., has released the white paper “Brand Deterioration: How to Identify, Measure, and Respond.” The extensive report, initiated by Roger Adams, chief marketing officer of The Home Depot and chair of the ANA's...

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