BrandZ measures Brand Purpose by asking consumers: which of these brands is trying to help make people’s lives better? This may be in the context of product, experience, commitment or communication. The Brand Purpose index is normalised vs all other brands in that country. It indicates how consumers currently perceive your brand- it doesn’t measure how good an idea your Brand Purpose is.
BrandZ Perspectives: Brand Purpose | How does BrandZ measure Brand Purpose? Print
Created by: Jennifer Cappella
Modified on: Tue, 4 Aug, 2020 at 9:56 PM
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