WORLD BRANDS;VISION BEGINS WITH RESEARCH

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Brand Vision is a brand auditing process developed by Bartle Bogle Hegarty, London, to:

Generate hypotheses with a client to get ideas on the table;

Look at a brand's future market

environment;

Get consumer perspectives, through original and other research; and

Research other "consumers" including the trade, the marketer's own employees and opinion leaders.

According to BBH, Brand Vision findings usually lead to internal brand equity documents, presentations to the company's staff, new products, new advertising campaigns and related promotions.

Generally, the program costs $120,000 to $300,000 and takes three to four months to complete.

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