The BIA is a secure, confidential online research tool that measures the strength and alignment of a brand. It identifies gaps in alignment to build a stronger brand. While other methodologies evaluate the brand from the “outside in” by measuring customer or consumer attitudes, the BIA also examines the brand from the “inside out” by measuring the knowledge and attitudes of three of the brand’s most important constituencies: management, employees and channel partners.
The BIA is based on the philosophy that a strong brand cannot be built on effective marketing alone, but must also have the understanding and support of the organization through strong internal communication and training.
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