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...