Sublime

Marketing activity impacting brand-attribute linkages

unprompted Brand Awareness measures under-report memories from key brand growth audiences and highlights the challenges when interpreting changes in unprompted Brand Awareness scores over time.

At the other extreme, over-focusing on sustainable business fundamentals, like profitability, carries the risk of losing significant market share to competitors.

In the ideal future for consumer capitalism, our materialism would be refined, our work would be rendered more meaningful and our profits more honourable. Advertising has at least done us the great service of hinting at the future shape of the economy; it already trades in all the right ingredients. The challenge now is to narrow the gap between th

1. Head to Head: Positioning to win an existing market

over time, the proportion of juniors to seniors required by the firm in a particular practice area will tend to increase.

If the brand is not good value, it is not poor value; rather, it is just many category buyers, particularly the brand’s non-buyers, do not have an opinion.

Q1. Where would a category buyer learn this link to the brand?

Therefore, brand images need to reflect how consumers see themselves (actual) or might want to see themselves