Identifying the Drivers of Use Intention for Brands
Shigeo OkazakiIMC Development Division, Dentsu Inc., Japan
Sean CorcoranIMC Development Division, Dentsu Inc., Japan
Satoru SatoIMC Development Division, Dentsu Inc., Japan
INTRODUCTION
The concept behind marketing is that brands are key value drivers, which motivate product use intention, a solid indicator of future sales. However, when marketers try to quantify the influence brands command over use intention and try to identify pathways of development for brands with the goal of driving use intention, they often find themselves staring into the abyss. Simply said, a brand is created in the...