Linking marketing decisions with consumer decision making. Closing the gap between feelings and behaviour

Modelling the drivers of brand equity can improve insights into brand consideration, brand use and brand commitment measures.

Linking Marketing Decisions with Consumer Decision Making

Closing the Gap Between Feelings and Behaviour

Alastair GordonR&D and Brand Health Management, ACNielsen, New Zealand

INTRODUCTION

It is clear from ACNielsen brand equity research (see Figure 1) that many, if not most, brands suffer from relatively low levels of brand differentiation and emotional commitment. At the same time marketers are under increasing pressure to fund tactical marketing initiatives and find it harder to justify increases in “above the line” spend. This need to better differentiate brands and simultaneously concentrate more marketing dollars “at the retailing coal-face”, is leading marketers...

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