By Karin Du Chenne, Chief Growth Officer, Middle East & Africa, Insights Division, Kantar
Kantar’s brand equity platform BrandZ shows that resilient brands not only deliver superior shareholder returns, they also get through times of crisis better and recover faster. Getting this right is all about the interplay of purpose, corporate reputation, and consumer trust.
Summarising this in brand language, it’s about developing a more resilient approach and being purpose-led in developing consumer trust, as having high levels of consumer trust means you build a stronger corporate reputation. And it’s that great corporate reputation that gets your brand through tough times, gets you b
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