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Published on .

Young & Rubicam's Brand Asset Valuator is a proprietary tool for managing brands. It is based on in-depth conversations with more than 100,000 consumers in 32 countries concerning 13,000 brands. Findings on the U.S. Hispanic market are based on 800 brands and 1,700 respondents. The survey evaluates brand strength as a function of its differentiation and relevance compared with all brands. Strength includes the brand's ability to exist as a viable entry, defend itself from competition and is its source for potential
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