haku: @indexterm MARKET SHARE / yhteensä: 488
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| Tekijä: | Baker, C. Nancarrow, C. Tinson, J. |
| Otsikko: | The mind versus market share guide to brand equity |
| Lehti: | International Journal of Market Research
2005 : VOL. 47:5, p. 525-542 |
| Asiasana: | brands market share |
| Kieli: | eng |
| Tiivistelmä: | The article presents the possibility of using a simple, single measure of brand potential across different markets that is both conceptually meaningful and of value to management. The study describes the value of establishing whether a brand exhibits brand equity surplus, deficit or balance building on the Dick and Basu grid. The insights that can be gleaned from a single source study with the comparison of share of mind (attitude) with market share (behaviour) and the accompanying diagnostic analysis are explored. |
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