How consumers identify good brands

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...