TITLE

Baby food brand strength

AUTHOR(S)
Webster, Nancy Coltun
PUB. DATE
September 1999
SOURCE
Advertising Age;9/20/1999, Vol. 70 Issue 39, p42
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on Young & Rubicam's Brand Asset Valuator, a proprietary tool for managing brands. It is based on in-depth conversations with more than 100,000 consumers in 32 countries concerning 13,000 brands. Findings on the U.S. Hispanic market are based on 800 brands and 1,700 respondents. The survey evaluates brand strength as a function of its differentiation and relevance compared with all brands.
ACCESSION #
2291151

 

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