Abstract:

This paper is about the main factors that determine a brand’s long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing revenue for their firms on a long term basis. The data and conclusions presented should help explain the relationships between consumers and the major brands in Europe and give insights as to formulas for success, corporate brand management problems and solutions. The results are based on a broad European survey (five main countries) and result in a data bank that includes 800 different brands of which 150 were researched in all the five countries.