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| Author: | Phillips, F. |
| Title: | Brand shifting in hierarchical markets: a new model and information equivalency |
| Journal: | Journal of the Operational Research Society
1994 : AUG, VO. 45:8, p. 901-915 |
| Index terms: | MARKETING INFORMATION THEORY BRANDS |
| Language: | eng |
| Abstract: | The brand shifting problem is reviewed. A new allocation of brand shifting volume is shown to be compatible with a posited hierarchical market structure, unlike previous allocations. Like the Sanddabs model on which it is based, the new allocation, called Sanddabs/Nest, uses purchase tracking information but does not require brand similarity data. The paper shows Sanddabs/Nest is equivalent to a principle of Kullback information. Implications for brand management are detailed. |
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