Developing Winning Brand Strategies

Notes

Chapter 1

1. In this context, I am considering companies operating in effective open markets.

2. I use the terms “customers” and “consumers” interchangeably throughout the book to refer to end users.

3. This framework was first identified in 1994 following extensive research in France involving 300 brands, 3,000 consumers, and 78 key brand and population parameters.

4. We define “convinced” consumers as people who state that they will certainly choose a given brand next time they make a choice within its category.

Chapter 3

1. This is also the case for nonprofit organizations, with the difference that they do not usually have investors; if they do, these investors are seeking value in forms other than financial gain.

Appendix

1. Empirical ...