Marketing accountability: Strong brand, high spend - Tracking relationships between the marketing mix and brand values

Alexander L Biel

An important article which argues for the importance of strong branding, based on three studies, two investigating the PIMS database and the third a long-term controlled experiment on 15 brands by IRI's BehaviorScan technique.

Strong brand, high spend

Tracking relationships between the marketing mix and brand values

Alexander L Biel

Strong brands have recognised properties contributing to asset value: trade leverage, extendibility, endurance, and higher prices and margins for their owners; time-saving, dependability, and intrinsic as well as functional benefits for their consumers. How do they acquire these strengths? Analysis of the performance of a large sample of US and European businesses shows a clear relationship between relative advertising expenditure relative to sales, and three key indicators: market share, perceived quality and return on investment (ROI).

A second analysis, of 314 fmcg...

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