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Brand indexbrandvju concept

The overall score from 0 to 100 that brandvju gives a brand. It is calculated as the average of the section scores for sections 1-12, each of which builds on the section's strength fields, and which together cover the four dimensions identity, expression, positioning and relation. The source basis (section 0) and the fifth dimension, coherence (Brand harmony, section 13), are not part of the average – harmony is kept out precisely so it can be held against the index in the harmony gap. The index is presented in section 14, the strategic summary.