Brand share wars. Extending the battleground into consumers' mind

John Archer

A common theme across international markets is increasing brand competitiveness. The share wars between giant global brands, such as Coke and Pepsi, are well-publicised but, in all markets, researchers are being asked by clients to provide data with more focus on the impact of competitors.

Brand share wars. Extending the battleground into consumers' mind

John Archer BJM Research and Consultancy Ltd., United Kingdom

INTRODUCTION

A common theme across the countries and markets of Asia and south east Asia is increasing competition between brands. In fact, this can be observed in most countries throughout the world and it is possibly the one truly global marketing trend.

The reasons may vary from country to country. For example, many markets in this region of the world are seeing an increase in the number of multi-national brands from western companies threatening the position not only of local brands,...

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