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The Strategy of Global Branding and Brand Equity

The Strategy of Global Branding and Brand Equity

by Alvin LeeRichard Mizerski Claire Lambert and others

Hardback Publication Date: 24/03/2015

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Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?

This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer's loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.

PBC uses a prospective predicting method which does not have to rely on a brand's past performance or a customer's purchase history for prediction. Choice data is gathered in the retail setting - at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

ISBN:
9780415749107
9780415749107
Category:
Economics
Format:
Hardback
Publication Date:
24-03-2015
Language:
English
Publisher:
Routledge
Country of origin:
United States
Dimensions (mm):
156x234x24mm
Weight:
0.48kg

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