Better Brand Health eBook

As a rule, if any individual PL in a specific category (e.g., Walmart’s Great Value in the Cream Cheese category) has substantive market share, then this PL brand…

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potential causes…

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Role 3: Identify a brand

Review your brand list as if you were a medium-sized competitor brand—would you still use the same list? When the…

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one is easier to buy than the others and so gets the gig. In this case no more attribute-thinking is needed.

randomises brand and attribute presentation to redistribute…

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attribute includes adverbs such as ‘very’ or ‘more’ (e.g., very innovative)

TOM Brand Awareness is a poor way to capture the responses for small brands and/or to capture the presence of a brand in the memory of non-buyers.

The real world versus the survey world