Abstract:As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate the magnitude of the marketing influence for various brands. The experiment involved the use of groups of beer drinkers that tasted (drank) and rated beer f… Show more
“…Beer has been an attractive product category for research over the years. 98,99 This is a heavily advertised product category with many competing brands. Furthermore, the differences between products are small and the reliance on communicative platforms is great.…”
Section: Slogan Equity Competitive Interference and Brand Evaluationsmentioning
“…Beer has been an attractive product category for research over the years. 98,99 This is a heavily advertised product category with many competing brands. Furthermore, the differences between products are small and the reliance on communicative platforms is great.…”
Section: Slogan Equity Competitive Interference and Brand Evaluationsmentioning
“…They noted that in some product fields there are only marginal product differences between brands, yet consumers expressed very strong brand preferences. Allison and Uhl's (1964) experiment on blind, then branded beer product testing is one of the many studies confirming this. Blind taste tests resulted in no significant differences between brands, but branded tasting resulted in significant brand preferences.…”
Section: (Iv) Brand As Means Of Projecting Self Imagementioning
This paper is concerned with clarifying how brand strategies can be developed. By reviewing the evolution and rationale for manufacturer and distributor brands, it enables marketers to consider which branding route is most appropriate. Criteria to decide between being a manufacturer's brand or supplying distributor brands are addressed. To follow either of these routes the organisation must clarify its understanding of the brand asset and four broad interpretations are discussed. There would appear to be two key componenets characterising brands and through the use of a two dimensional matrix, a method to identify the type of brand and guide brand strategy development is presented.
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“…Examples include fruit juice beverages (Chang 2004), beer (Allison and Uhl 1964;Mauser 1979), snack food (Smith and Swinyard 1983), and soft drinks (Kempf and Laczniak 2001;Smith 1993), among others.…”
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