Simply better
Article Abstract:
The factors on which consumers choice of a brand is based are discussed. Consumers do not prefer products that are highly differentiated from competitor's products, but show a preference for products that meet their needs and are better than the rest of the competition.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2005
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Fortune favors the brand
Article Abstract:
The success of a brand often depends upon luck. Many famous brands existing today have been founded serendipitously. The relationship between luck and branding is examined.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2005
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Brand name power
Article Abstract:
Brand names are a valuable marketing asset. The STEP(strategy evaluation program) research technique proves the influence of brand image on consumer choice.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2005
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