Brands and Brand Equity
Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand DyadsFeb 22, 2016 Behice Ilhan, Koen Pauwels, and Raoul Kübler, 2016, 16-107
In the digital brandscape, brand fans are engaging and interacting with rival brands – and their fans. This study points to opportunities for marketers to respond, influence rivals, and strengthen their own brand image.
Should Ads Be Consistent over Time or Change with the Market? Evidence for Young and Established Brands of MinivansFeb 18, 2016 Koen Pauwels, Bharat Sud, Robert Fisher, and Kersi D. Antia, 2016, 16-105
When should brand advertising build consistency and when should messaging respond to changing consumer preferences? This analysis of the U.S. minivan market offers insights on the tradeoffs.
Immersion 2015 TakeawaysSep 22, 2015
We’ve compiled key insights from each presentation in a customizable deck. We hope you find this useful as you share Immersion 2015 learnings and key…
Bart Bronnenberg’s Work Group NotesSep 22, 2015 Bart J. Bronnenberg, University of Tilburg
The notes that accompanied Bart Bronnenberg's work group activity can be found here. They complemented his presentation "Branding and Differentiating in a World…
Branding and Differentiating in a World of Increasing UniformitySep 21, 2015 Bart J. Bronnenberg, University of Tilburg
Consumer packaged goods (CPG) manufacturers invest heavily in their brands. Recent estimates of firm-specific brand capital are astronomical in size. In this session, Bart Bronnenberg will share 15 years of large-scale empirical research on branding, innovation, and order-of-entry effects in CPG markets. Drawing from historical and current panel data—each covering many markets and categories—he will discuss the empirical persistence of brand shares, formation of long-term brand preference, and the effects of product expertise on brand premiums. Participants will be asked to share opinions and experiences on what is created when investing in brand capital.
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