Articles by Vinesh George
Fragmented Brand Communication and its Impact on Organisations
What do a global industrial material producer, a not-for-profit research organisation, a business to business (B2B) tech services firm and a producer of Over The Counter (OTC) pharmaceuticals have in common? Over the last six months I had meetings with the senior management team and boards of these very different companies, where I addressed the issue of a fragmented brand communication that was affecting their brand equity. Research showed each to have a low brand awareness score (how well it was known) but medium to high brand health scores (how well regarded the brand was amongst those who knew the brand and its preference ratios).