Brand value comprised customer loyalty towards the brand. Loyalty means higher profits and sales for companies such as Coca Cola and Lexus.
Product Positioning is about consistency in consumer perception. It is a marketing concept popularised by Ries and Trout in their 1980s book ‘Positioning: The Battle for your Mind’. Very simply, Positioning is about creating an identity in the mind of the consumer; Consumers have vast choice of products and the overall perception of the product […]
Cumulative Advantage is what often makes one product more popular than another even when the less popular product is better in all respects. A few years ago at Columbia University a very interesting study was performed; participants in the research were able to choose and listen to music however some control groups were able to […]