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.

The Strategy of Global Branding and Brand Equity

Lambert, Claire

Lee, Alvin

Yang, Jinchao

Mizerski, Richard

Reference

Routledge

The Strategy of Global Branding and Brand Equity (Lecturer in Strategic Marketing)

<p>Marketing Strategy: A Life-Cycle Approach takes a fresh approach to teaching students how to devise, implement and monitor strategies for superior performance in the market with a focus on themes of sustainability and ethics. The concepts and principles of strategic marketing are introduced from a product and business life-cycle perspective. Within that framework, the book explains the nature of strategic thinking, covers the theory and practical application of analytics, explores the considerations, constraints and possible strategic marketing choices available at each stage of the product life-cycle and outlines how to monitor and modify the performance of strategies. With a matching structure and topical emphasis, the accompanying Marketing Strategy Casebook is a collection of contemporary case studies designed to develop students' capacity to analyse challenging situations and to implement strategies to overcome them. The case studies are based on real-world scenarios and are drawn from diverse regions, industries and technologies.</p>

Marketing Strategy Pack

Business & Money

Edwards, Mark G.

Marketing & Sales

Cambridge University Press

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