haku: @indexterm SEGMENTATION / yhteensä: 227
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| Tekijä: | Anschuetz, N. |
| Otsikko: | Point of view: Building brand popularity: The myth of segmenting to brand success |
| Lehti: | Journal of Advertising Research
1997 : JAN-FEB, VOL. 37:1, p. 63-66 |
| Asiasana: | BRANDS SUCCESS SEGMENTATION MARKETS BRAND LOYALTY |
| Kieli: | eng |
| Tiivistelmä: | Despite recurring suggestions from marketers to segment appeals more narrowly in order to build brand loyalty and profitability, it's clear that the opposite approach is required. The only way to increase the number of frequent buyers of brand is to increase the brand's overall popularity. Building brand popularity provides revenue leverage that comes from more people buying the brand more often. The revenue leverage from building brand popularity combined with the cost efficiencies of large-scale production and marketing contribute to the profit leverage enjoyed by the most popular brands. |
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