What is the meaning of a brand?

Its utility What makes a brand strong?

Contrary to what we might think, it s not necessarily its revenue or reputation.

What counts is the extent to which the brand is considered useful by consumers in their daily lives.

It s what we call its positioning For a brand to be considered useful, its positioning must be legitimate, distinctive and desirable.

Desirable giving voice to the needs of consumers, prospects

and employees

Legitimate directly linked to the brand s

history, know-how and culture

Distinctive setting itself apart from industry norms and from competitors messaging

Foreword

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