The Strategy of Global Branding and Brand Equity - Alvin Lee - Livros - Taylor & Francis Ltd - 9780415749114 - 19 de março de 2015
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The Strategy of Global Branding and Brand Equity 1th edição

Alvin Lee

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The Strategy of Global Branding and Brand Equity 1th edição

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.


240 pages, 43 black & white illustrations, 44 black & white tables

Mídia Livros     Paperback Book   (Livro de capa flexível e brochura)
Lançado 19 de março de 2015
ISBN13 9780415749114
Editoras Taylor & Francis Ltd
Páginas 222
Dimensões 157 × 235 × 19 mm   ·   370 g
Idioma English  

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