Comparing Key Brand Elements within Female Markets
Автор:Dayner Azzellino Год: 2012 Издание:LAP Lambert Academic Publishing Страниц: 140 ISBN: 9783659158162 Ten key brand elements and their relative significance to women in the Milan, Italy and Port-of-Spain, Trinidad markets were explored in this study. This included the Milanese and Trinidadian women’s reactions to each brand element and a consideration of how understanding these elements provides a knowledge base that can be used by marketers to introduce brands in both markets with a greater anticipated margin of success. Findings: The Milan and Port-of-Spain groups selected four of the same key brand elements within their top five lists. This brings into perspective the opportunities that can be unearthed through focused quantitative research into potential markets. This study is an important example of what companies entering new markets should undertake to empirically establish which elements of existing campaigns or brand marketing strategy could remain within the new country and which need to be altered to avoid negative or less than desirable effects. This book also...
