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As you move forward in building your brand, keep these points in mind:
• The goal of brand equity building is to move consumers from brand awareness to brand insistence.
• Awareness, relevant differentiation, emotional connection, value, and accessibility drive brand insistence.
• Creating awareness is the first step in building a strong brand.
• Strive to maximize brand impressions and accessibility.
• Overexposing a brand will accelerate its death.
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Are these five successive steps, or just five separate essential elements?
Posted by: Jeffry Pilcher | January 03, 2008 at 10:26 PM
What do you mean by this?
Overexposing a brand will accelerate its death.
Could you drill deeper?
Posted by: Andy | January 04, 2008 at 09:50 AM