How consumers identify good brands

Alastair Gordon

This paper confronts the commonly held view that building long-term brand equity is basically a matter of brand ‘imagery’ and ‘positioning’, and that where global brands have succeeded in Asia, it is chiefly because they have well developed ‘global’ brand images.

how consumers identify good brands

What market research tells us about building strong brands in Asia Pacific

Alastair Gordon AC Nielsen

Introduction: Brand Equity Distinguishing Outcomes from Sources

This paper synthesises findings from surveys carried out by AC Nielsen throughout AsiaPacific. In particular it draws upon AC Nielsen's normative brand information database to show common themes associated with driving brand equity.

Brand Equity has been defined in many different ways, most of which imply that it is a complex mix of 'added value' elements that take a product or service from being merely 'generic' to being something special. For...

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