Watching and Learning
We're the kind of strategic marketing research consultancy that believes in the power of knowledge, and we like to share our ideas. Here you will find Papers from some of the marketing research experts at Forethought, as well as a collection of Things We Like.
The Brand Equity Fairytale
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As marketers, we have all innocently told our fair share of fairytales as we have grappled with market ambiguity. Some of our Fairytales have happily turned out to reasonably approximate market behaviour, whereas others have ranged from oversimplifications to unintended fabrications.
Perhaps the greatest Fairytale of our marketing careers has come from the concept of ‘brand equity’.
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