Getting Brand Assets Right

Managing your distinctive assets is a very important element in building strong brands.

Getting Brand Assets Right

The author(s)

  • David Gryga Senior Vice President, US, Ipsos Marketing
  • Steve Wohlman Senior Vice President, US, Ipsos Marketing
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In this paper, we outline Ipsos’ decision matrix approach to help marketers select a portfolio of brand assets that not only evokes the brand but also subconsciously reinforces what the brand wants to be known for.

Figure 3 - Decision Matrix guides brand assets strategy

Getting Brand Assets Right POV Cover

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The author(s)

  • David Gryga Senior Vice President, US, Ipsos Marketing
  • Steve Wohlman Senior Vice President, US, Ipsos Marketing

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