Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those that are distributed worldwide, or can 'globalness' itself be an element of a brand's equity?Based on extensive qualitative and quantitative research on how consumers around the world relate to global brands, this paper provides a typology of brands and decision criteria for choosing among various globalization versus localization strategies.
This paper shows how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand building activities. It also shows how impact of future marketing investment strategies can be estimated using the same framework. The author argues that such frameworks should provide the opportunity for finance and marketing to better understand each other and as a result have a more profitable dialogue.
The paper examines the relationship between brand equity and in-market performance.A comparison of brand equity and market performance shows that mostly brand equity is a strong indicator of market share, suggesting that brand equity building strategies need to be adopted to drive future market share. However there are cases where brand equity does not correlate with market share and understanding the reasons driving the discrepancy becomes critical in managing the brand's under-utilized potential. In these cases, there is frequently a marketing fundamental other than brand equity that can be addressed to help build market share, which can be distribution, pricing, targeting or some other key marketing element.
This paper addresses the role of private labels within the perspective of Western Europe and reviews the main factors affecting private label development within the region, the future of private labels vs. brands, and the impact of supercenters and hypermarkets in the changing equity of private labels.
This paper addresses the growth of private labels from the perspective of the Middle East and finds the rising equity of private labels in the Middle East and Africa presents the research industry with new opportunities for growth and profitability.
The pharmaceutical industry follows a model where product brands stand alone and the company is not strongly linked to any specific prescription brand. This allows potential corporate protection should a leading brand have PR issues around a drug. This presentation describes research assessing the future relationship between pharmaceutical companies and brands in terms of the corporate equity that manufacturers bring to the drug. Our hypothesis considers if this might change because of the increased exposure of marketing and medical education directly to patients, resulting in increased marketing spend at brand level. However, increased cost control and the need to minimise budgets may cause change. We explore whether pharmaceutical companies have corporate equity today, using technology combined with creative research to aid insight, and we test how fast one could understand corporate equity in a crisis.
This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional phenomenon and as such influenced by each markets expectations and peculiarities as determined by the competitive context of the existing brands as well as the stage of development of that particular product category. As brand equity evaluation is a good measure for assessing brand value as perceived by consumers the project set out to measure the importance of the various aspects in the construction of brand equity for two product categories as well as measuring equity rates for international brands operating in these industries. The research project evaluated brand equity of international brands in two product categories (credit cards and automobiles) in four Latin American countries (Argentina Brazil Chile and Colombia).
This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional phenomenon and as such influenced by each markets expectations and peculiarities as determined by the competitive context of the existing brands as well as the stage of development of that particular product category. As brand equity evaluation is a good measure for assessing brand value as perceived by consumers the project set out to measure the importance of the various aspects in the construction of brand equity for two product categories as well as measuring equity rates for international brands operating in these industries. The research project evaluated brand equity of international brands in two product categories (credit cards and automobiles) in four Latin American countries (Argentina Brazil Chile and Colombia).
This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is supported by case histories including work which has been done to link the measured value of customers (spend) with their measured probability of retention (via longitudinal calibration of research data) to extrapolate a TRUE measure of lifetime value. In so doing the paper examines some of the many debates on brand equity (Ehrenberg Feld wick et al) and offers a view on how research can be used to summarise the relative strength (or equity) of different brands and the implications for potential market growth or decline.