The results: Whole brands out-profit, outperform and out-impact fragmented brands. In three years of studying total brand performance, Barkley found the Whole Brand Index can predict at near 70 percent accuracy what it takes for a brand to be successful in the market. The report also found whole brands are preferred two-and-a-half times more often than category competitors, are five times more likely to be seen as a brand on the rise, double the Standard & Poor’s 500 index in market performance and command a premium price among consumers.
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Published Aug 2, 2022 3am EDT / 12am PDT / 8am BST / 9am CEST