Abstract:

One question which has been raised in the discussion is that of assessing a manufacturer's scope for launching an additional brand in a product-field instead of simply pushing his existing brand. This is in fact one of several kinds of practical application of the results which are already being actively pursued. It links up with the more general topic of studying buyer behaviour for aggregates of brands. This has specific applications not only for judging the scope for additional upper sales limits of existing brands and for assessing the role of house-names, but also provides a link with macro-economics.