The Strategy of Global Branding and Brand Equity

This book is the first to provide a prospective method that does not have to rely on a brand's past performance to predict consumer choice. This innovative method predicts consumers' loyalty and choices and the performance of brands.

Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?


This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer's loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.


PBC uses a prospective predicting method which does not have to rely on a brand's past performance or a customer's purchase history for prediction. Choice data is gathered in the retail setting - at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

1.   Brands - Origins, Heritage and Importance  2.   The Art of Branding  3. The Science of Measuring Brand Performance  4. Cross-cultural Studies, Loyalty, Choice, Experiments and Hypotheses  5. Research Method  6. Results: Sample Comparability and Brand Knowledge Constructs  7. Results: Predicting Brand Choice using Multiple Discriminant Analysis  8. Results: Predicting Brand Choice using Multinomial Logistic Regression Analysis and Binary Logistic Regression Analysis  9. Discussion of Results and Summary  10. Workshop: Predictive Brand Choice (PBC) Work Process