Identifying the drivers of use intention for brands

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an important role in addressing consumers’ needs, thus driving relevance.

Identifying the Drivers of Use Intention for Brands

Shigeo OkazakiIMC Development Division, Dentsu Inc., Japan

Sean CorcoranIMC Development Division, Dentsu Inc., Japan

Satoru SatoIMC Development Division, Dentsu Inc., Japan

INTRODUCTION

The concept behind...