System Beaters, Brand Loyals, and Deal Shoppers: New Insights into the Role of Brand and Price
David MeerVice President, Analytical Services The NPD Group, Inc
Imagine for a moment a world without brand equity. What would it look like? First of all, the brands competing in any category would be perceived as being identical in quality, price/value, and variety lineup. Consumers would purchase whatever brand happened to be cheapest when they needed the product. There would be no loyalty - a consumer's probability of purchasing any brand would be that brand's market share. Obviously, no brand could command...