Sublime

Loyalty models claim buyers with both positive attitudes and behaviour are better than just buying alone

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

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If there are major deviations, then there may be some reshuffling of figures as relativities across brands on some attributes change. You will need to recalculate the mental advantages, so you have an ‘apples with apples’ figure to compare with the first wave without the brand. This…

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attribute list that any brand in the category would want to use, to ensure it has longevity beyond any short-term company priorities.

The brands retrieved can vary even when the same cue is reused

How do I handle private label/…

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What you wanted the advertisement to say does not matter; it is the recipient’s ‘take away’ after experiencing the advertisement that counts.

That lack of specific price recall does not mean price was irrelevant to the choice.

colours, logos, characters, fonts or taglines.