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Brand Charter1A brand charter is the ultimate profile of a brand that includes the key summary elements of the brand equity tracking (i.e. ratings, charts). Summary of the brand model versus direct competition (introduction) It is important to provide a key summary of what the brand / model is versus its direct competitors. This summary must be based on benefit sought / positioning factors (owned versus claimed). Trend: it is important to summarize the valued (future) and desire in order to claim and own it based on the brand plan.
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