Retail Insights: Branding
September 2000
in “
International Journal of Retail & Distribution Management
”
TLDR The document concludes that understanding consumer-brand relationships is key for marketing and that perceived quality helps national brands maintain higher prices than store brands.
The document introduces the BrandDynamics framework by Millward Brown, which uses a pyramid model to understand consumer relationships with brands, identifying eight distinct brand signatures and a measure called 'Brand Voltage' to assess brand strength. It emphasizes the strategic importance of understanding these brand relationships for marketing and investment decisions. The document also references a study with 131 US consumers, highlighting the role of perceived quality in maintaining price premiums for national brands over store brands. Additionally, it discusses the challenges global brands face in maintaining distinct brand images, using L'Oreal as an example of success in this area.
