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Ipsos Influence Index - The Most Influential Brands Study

Inga Havemann and Daniela Reum, Ipsos MarketQuest, in Ipsos Point of View, 11/2012

In order to thrive and grow, companies know that it is increasingly important to understand the relevant factors and key success contributors in building meaningful and enduring brands. Why? Because people often identify with, relate to, and define themselves by brands – brands have influence on peoples’ lives, their attitudes and behaviours. A brand may reach its audience and get them to buy and use its products. But for a brand to exert influence on consumers’ lives, it needs to win on a few more dimensions. The Most Influential Brand Study reveals key dimensions that contribute to and define influence.

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