Summary
Current-state brand analysis is imperative to achieve or maintain a market leadership position. Our Brand Migration Model demonstrates how existing brand value should guide communications roadmaps. For each of the four B2B brand states, a corresponding theme and set of actions are required. In this report, we describe how to build and/or maintain a gold standard brand (high awareness, high preference) based on evolution paths originally laid out in the report A Balanced Brand: Evaluating Trust And Awareness.
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