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BtoB

Measuring brands' financial impact will be primary trend in 2002, study says

Published on .

San Francisco--C-level executives, chief marketing officers and heads of sales will be focused on brand valuation in 2002, said Landor Associates in a study released Tuesday. Landor, a 60-year-old a firm credited with pioneering many of the brand research and brand design methods in use throughout U.S. companies, said brand valuation will be one of five trends to watch. Second was a renewed focus on personnel as the top-valued asset at a company; third was a ``focus on comfort,'' including messaging that shows a company's ability to withstand the changed business conditions of a post-Sept. 11 U.S. economy; fourth was demand-side branding. The fifth branding trend in 2002, according to Landor, will be an emphasis on personal customer relationships. 
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