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Five Steps to Assess Brand Equity

At a time when brand marketers are almost on information overload, does the world really need yet another way to process data into key decision-making?

Sure, it’s tempting to stay with the “tried and true.” Yet, given the nature of today’s fast-moving competitive marketplace, the risk lies in the possibility of “tried” becoming “tired.”  At the heart of this is the new reality of brands competing for shoppers’ attention on a global scale while, at the same time, needing the ability to master national and local issues.  This, in turn, requires a new degree of flexibility in which course correction is often the norm.

Read the full article at the Shopper Technology Institute