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Brand vision, Customer Experience With Company, External Brand…
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Brand essence
Brand's core characteristics
Using a brand pyramid, the team can go through the brand’s natures: unique attributes, benefits, emotional rewards, values, personality traits
Brand evalutation
Frequent brand evaluation
check brand’s performances against key performance indicators
brand’s relevance in the changing environment and the coherency of its core values towards the internal and external stakeholders
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Strong communities = Staff --> Involve the communities, their acting on your behalf
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