How should you research brands?
Paul Feldwick
WHAT BRANDS ARE, AND HOW THEY WORK
Oreo, Tampax, Citibank, Daewoo, Danone, Brentano's, Knorr, Tesco, Harley-Davidson, Faber, Kwikfit, Président, Guinness… nearly everywhere, and in nearly all categories, our buying and selling is organised around brand names and brand symbols. Not just the Marlboros and the Coca-Colas, but hundreds of small and local names mediate consumer choices. In fact, it is harder to think of marketplaces where brands don't exist than where they do – buying vegetables in a street market might be one, though even here regular buyers may come to favour one...