Stimulating long-term brand growth
Josh McQueen
After briefly reviewing key findings of the IRI project 'How Advertising Works', the author shows how these dovetail with other US studies to generate radically new perspectives on brand equity and price relationships. For established large brands, the potential of increased rates of purchase (much greater than that of increased consumer penetration) against competitors are demonstrated. A model identifying which of five relatively small user groups may provide the growth is described, with practical applications by brands generating growth from very different media activities. This work is stimulating radical new strategic thinking.
The...