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FEATURE7 March 2018

Five vital signs that predict brand potential

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Kantar Millward Brown’s BrandZ research has identified key attributes that the ‘healthiest’ brands all have, as Jane Bloomfield explains.

Uncertainty after the UK’s vote to leave the EU has triggered changes in consumers’ priorities and purchase behaviours. It has never been more important for brands to understand how they are perceived in the market, and what this ...