Predictable patterns in buyer behaviour and brand metrics: implications for brand managers
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2011
Authors
Dawes, J.
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Book chapter
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Source details - Title: Perspectives in brand management, 2011, Ch.6, pp.103-121
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Abstract
This chapter examines three important issues in brand management - the route to brand growth, the idea that brands should be uniquely differentiated, and the building and maintenance of brand equity. The chapter presents evidence from numerous studies to show that: (1) the route to brand growth must focus on customer acquisition; (2) brands tend not to have strong, differentiated positioning,but this lack of differentiation does not stop them being successful; and (3) brand equity endeavours should focus on building the prevalence of brand associations across a wide population group, and focus less on the extent to which customers have strong emotional connections or attachment to the brand
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Copyright 2011 The Tilde Group