Abstract:
This presentation will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.? We identify the drivers of brand growth globally, regionally and locally.? By combing a holistic and deep market understanding from the consumer with category and country-specific perspectives, the marketing mix winning strategies will be derived.? For example: brand size, local versus global, innovator, high/low price, owner, quality, value, trust, advertising, online prominence, category type, private label size, risk, trade and brand concentration, frequency, country culture, buyer types and attitudes all need to be considered by a successful marketer. But which ones are the most important and what should the marketer do?
This could also be of interest:
Research Papers
Brand growth 2.0
Catalogue: CEE Research Forum 2014: East Connection
Authors: Richard Herbert, Oliver Koll, Raluca Raschip
Company: GfK
March 24, 2014
Research Papers
Insight 2.0
Catalogue: Congress 2007: Excellence
Authors: Graeme Lawrence, Ray Poynter
 
September 19, 2007
Research Papers
What is the Blueprint for Brand Growth?
Catalogue: Congress 2024
Authors: Mary Kyriakidi, Jane Ostler
Company: Kantar
January 1, 1970
