attribute includes adverbs such as ‘very’ or ‘more’ (e.g., very innovative)

As a rule of thumb, go for 60–70% CEPs and 30–40% of baseline category competencies and any other attributes.

Q2. How would a buyer use this information when buying?

Testing shows that images help more when the brand names are similar, but the images are different; for example, brands of pasta often have very similar Italian sounding names, so adding pack images or logos helps separate these out. Adding images improves accuracy as well as memory, which means Brand Awareness scores can lower as well as rise.

Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).

wait at least a year to clear out the real duds before making…

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Well-meaning ideas that compromise…

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Welcome to the challenges of building memories, particularly among light and non-buyers. Even for a product we use a lot (say like our mobile phones), we rarely think about the brand of phone as we are too busy thinking about other things.

If you are in a category where the PL prototype is strong, no single PL has substantive share but…

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