Cinderella and the pumpkin. A serious fairytale on how to keep your brands magic, even after midnight

Dominique Saint-Paul

This paper is about the main factors that determine a brand's long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing revenue for their firms on a long term basis.

Cinderella and the pumpkin. A serious fairytale on how to keep your brands magic, even aftermidnight.

Dominique Saint–Paul and Jean–Paul Frappa, SOFRES Group Innovation Centre, France

Why, in 1996, did Procter & Gamble invest three times its annual revenue and forty times its annual net profit in Tambrands? The answer lies in one brand: Tampax, a global brand of long-standing which generates consumer trust and loyalty all over the world. Why is Coca Cola the best–rated brand on the New York Stock Exchange in 1996/97 with the strongest multiplication ratio of all between its financial...

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