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The Strategy of Global Branding and Brand Equity by Alvin Lee, Jinchao Yao, Richard Mizerski, Claire Lambert

By Alvin Lee, Jinchao Yao, Richard Mizerski, Claire Lambert

Why does a buyer pick out one model over one other? What are the standards which might make a person extra vulnerable to settle on your brand?

This publication bargains the way to are expecting which model a shopper will buy. It seems at model functionality inside a product type and checks it in numerous international locations with very varied cultures. Following the Predictive model selection (PBC) version, this ebook seeks to foretell a consumer’s loyalty and selection. effects have proven that PBC can in achieving a excessive point of predictive accuracy, in far more than 70% in mature markets. This accuracy holds even within the face of price war from a much less hottest model.

PBC makes use of a potential predicting process which doesn't need to depend on a brand’s prior functionality or a customer’s buy historical past for prediction. selection info is amassed within the retail environment – on the aspect of sale. The technique of international Branding and model Equity provides survey facts and quantitative analyses that end up the strategy defined to be functional, helpful and implementable for either researchers and practitioners of business model strategies.

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Coca-Cola is a brand classified as an enduring classic with over 125 years of experience, it continues to be highly recognized and is one of the world’s most valuable brands. A key to its success is the millions of dollars the company has invested in marketing the brand around the world, with a lot of this effort recognized through numerous marketing and advertising awards. Coca-Cola’s marketing investment has allowed the brand to remain strong and relevant in today’s changing marketplace. 2 billion (Interbrand 2013).

Brands also create value in and of themselves. This has seen the creation of brand-only companies that do not manufacture or sell any products, but lend their brands to other companies. One example is the Hello Kitty brand. Hello Kitty is licensed to many well-known companies and appears on products ranging from jet airliners to cosmetics, from lunch boxes to lingerie, from candy to cushions, from matches to coffee mugs. These are leading edge products made by the leading companies in their respective industries (Melinda 2009).

Taste) that developed the brand’s success but rather the marketing efforts of the various firms to create a brand image for their product. This study highlights the importance and value of creating a good brand. Brands are something people purchase, something people avoid, something people desire and something people outgrow. Consider the Coca-Cola brand; it is a product that people of different ages purchase, and it has enjoyed a long and famous reign as Interbrand’s number one “Best Global Brand”, for good reason.

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