The 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 predict a consumer's loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.

PBC uses a prospective predicting method which does not have to rely on a brand's past performance or a customer's purchase history for prediction. Choice data is gathered in the retail setting - at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Alvin Lee is Lecturer of Marketing at Deakin University, Australia. He has researched the marketing of consumer goods across markets in Asia and the United States. He received his PhD in marketing from the University of Western Australia.

Jinchao Yang is Associate Professor at the College of Economics and Management, China Agricultural University. Dr Yang has PhD degrees in agriculture and marketing and has international marketing experience in consumer foods and beverages. He received his PhD in marketing from the University of Western Australia and his PhD in agriculture from China Agricultural University.

Richard Mizerski is Emeritus Research Professor of Marketing at the University of Western Australia. He has worked as a consultant for several international package goods marketers including Nestlé and Kraft on the marketing of consumer goods in the United States, Europe and Asia.

Claire Lambert is Lecturer at the School of Business of Edith Cowan University, Australia. She has extensive industry experience in quick service food marketing and sales promotion. She received her PhD in marketing from the University of Western Australia.