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Finding your brand position is essential to the overall success of whatever it is that you do. It’s designing your brand’s offering and image so that it occupies a distinct and valued place in your...

Also known as the Brand Equity Model, the underlying premise behind these steps is simple; in order to build a strong brand, you must shape how customers think and feel about you. Here’s a recap...

It’s through the work of Keller that it’s widely been recognised and adopted in brand literature that there are four key steps to brand development, with its roots founded upon four questions customers ask about...