{"product_id":"the-strategy-of-global-branding-and-brand-equity-9780415749114","title":"The Strategy of Global Branding and Brand Equity","description":"\u003cp\u003e • Author(s): Alvin Lee\u003cbr\u003e • Publisher: Taylor \u0026amp; Francis\u003cbr\u003e • Publisher Imprint: Routledge\u003cbr\u003e • BISAC: Economics - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eWhy does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?\u003c\/p\u003e\u003cp\u003eThis 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. \u003c\/p\u003e\u003cp\u003ePBC 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. \u003ci\u003eThe Strategy of Global Branding and Brand Equity\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Taylor \u0026 Francis","offers":[{"title":"Paperback","offer_id":45236954693783,"sku":"9780415749114","price":6391.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780415749114.webp?v=1769215149","url":"https:\/\/atlanticbooks.com\/products\/the-strategy-of-global-branding-and-brand-equity-9780415749114","provider":"Atlantic Books","version":"1.0","type":"link"}