The touchstone of branded success and the one area that underlies any brand-building effort is relevance. A brand without relevance is like a house without a foundation. Simply stated, relevance for a brand can be defined as the linkage of its equity, benefits, and emotive and sensory aspects with the needs of a specific group of consumers. Relevance captures and goes beyond price and quality. Relevance equals confidence equals loyalty. Relevance differentiates brands, and is the enduring ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
 

Click here to read the FAQ page if you have any questions (opens in a new window)
 

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.