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 ...
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