|Author(s): Richard Herbert, Oliver Koll, Raluca Răschip
Collection: CEE Research Forum 2014 - East Connection: A New Mindset
Keywords: Customer Loyalty, Purchase Intent, Brand Research, Economic Trends, Purchasing Behaviour
ESOMAR Best Paper Award 2013/2014
|PDF version (download)|
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This paper will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business. We identify the drivers of brand growth globally, regionally and locally. By combing a holistic and deep market understanding from the consumer with category and country-specific perspectives, the marketing mix winning strategies will be derived. For example: brand size, local versus global, innovator, high/low price, owner, quality, value, trust, advertising, online prominence, category type, private label size, risk, trade and brand concentration, frequency, country culture, buyer types and attitudes all need to be considered by a successful marketer. But which ones are the most important and what should the marketer do?