The Strategy of Global Branding and Brand Equity

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. Do you know why your customer chooses one brand over another? What would make them choose your brand?This book offers a way to predict which brand a buyer will purchase. We look at brand performance within a product category and test this in different countries with very different cultures. This method is called the Predictive Brand Choice (PBC) model. It can predict a consumer's loyalty and choice. Our test shows that PBC can achieve a high level of predictive accuracy, in excess of 70 percent in mature markets. This accuracy holds even in the face of price competition from a less preferred b