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Books > Business & Economics > Business & management > International business
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The Strategy of Global Branding and Brand Equity (Hardcover)
Loot Price: R4,471
Discovery Miles 44 710
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The Strategy of Global Branding and Brand Equity (Hardcover)
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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.
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