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Make the Most of a Polarizing Brand
Luo, Xueming; Wiles, Michael; Raithel, SaschaArticle HBS-F1311A-EMarketingMarketing managers tend to focus on "mean" or "net" consumer scores, but these miss an important point: Some brands are highly polarizing, with large numbers of "brand lovers" and equally large numbers of brand haters. Measuring "brand dispersion" will allow marketers to identify polarizing brands, and they can take steps to turn polarization to their advantage.Starting at €8.20