Strategy of Global Branding and Brand Equity
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?
This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to p...
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?
This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to p...