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Your brand image is primarily an emotional construct. Emotion is probably always more powerful in swaying people than reason, but people like to be able to rationalise their choices. This is where awareness of another advertising theory - the USP - can be helpful to you.
The USP, or unique selling proposition, formula was developed [...]

Once you have decided on possible positionings for your product or service, it’s wise to research them and see which of them your target market finds believable and appealing.
For instance, one of our clients sells a wide range of bedrooms and home hardware to the public through shops. We wanted to find out what the [...]