Better Brand Health eBook

greater category coverage –

Do I need to separate out brand buyers from brand very light/…

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you should monitor individual retailer PL shares for…

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The advantages of rating attributes on scales are:

Every couple of years conduct a separate check on the adherence to PL prototypes, by measuring individual PLs and attributes to check there are no differences of substance between PLs. If the prototypes…

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SOM is one of the most stable measures, so we have fewer examples of changes to explore underlying causes.

Brand Awareness is the promoter getting brands to queue outside to want to be in the nightclub and brand attitude is the bouncer only letting in the ‘most attractive’ brands through the door. In each choice situation, a category buyer selects among the brands in the nightclub. If a brand is badly behaved or no longer an attractive potential mate, i

Role 1: Evoke suitable options from memory

Some attributes do a better job of signalling a brand is a member of a category than others.

Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).