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Pilar McCrory

Design Research Associate Manager at Accenture Song

Sociologist, with a Master's degree in Applied Social Research and Data Analysis and another in Business Intelligence. With the ambition to understand human behavior from a broad perspective, she has worked with different methodologies and approaches, from various companies and sectors.

13 October 2023

Continuation of the review of four waves of evolution in brand building theories and the interrelated changes in the brand health measurement methodologies.


13 October 2023

This two part article reviews four waves of evolution in brand building theories and the interrelated changes in brand health measurement methodologies.