This paper examines three important issues in brand management – the route to brand growth, the idea that brands should be uniquely differentiated, and the building and maintenance of brand equity. The chapter presents evidence from numerous studies to show that:(1) the route to brand growth...

Analysis of category and brand purchase rates using Nielsen-Kilts 2014 panel data for the US show they closely fit the Negative Binomial Distribution. Data for Carbonated Soft Drinks, over the counter Pain Medication and Breakfast Cereal are used

Many marketers believe that their brand can develop a unique ‘personality’ – like people have. The research reported here goes against that idea. The study shows personality traits that are attached to one brand by many of its customers are also attached to a competitor brand by many of...