Did you know these brand management facts?
- “Purchase intent” tends to be inflated for declining brands and understated for emerging brands
- Advertising is often most effective in increasing share of market when brands are so similar that the advertising message is the primary source of differentiation.
(Source: Ehrenberg, John, Neil Barnard and John Scriven, “Differentiation or Salience.” Journal of Advertising Research November December 1997, p.12.)
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