American Airlines shifted its advertising budget between 2005 and 2006, spending more on digital channels and less on print. Choosing effective advertising channels requires understanding your target audience and adapting to changes over time while maintaining brand consistency.

1. 1
CREATING AN EFFECTIVE BRAND STRATEGY
INTRODUCTION
We are all consumers. We consume thingsthatwe know we need,thingsthatwe know we
love,andsometimesthingswe’ve never triedbefore. Forthe thingswe do love,we mayneverstray
fromthem. There are timeswe findaproduct that we are soloyal to that we wouldneverimagine
replacingit. However,whatdrivesustothose new things? Whatisit that firstgivesusour inspiration
to try a newproduct? Whetherwe consciouslyrealizeitornot,there are manyfactors that go intothe
strategyof marketingandbrandinga new product. Those strategiesactivelyaffectourdecisionswhen
decidingwhichproductstobuy.
Thisreportdemonstrateshowtocreate an effective brandstrategythatwill capture your
intendedaudience. The purpose of abrand strategyisto conceptualize how you,the brander,will gain
your customer’sattention,getthemtopurchase yourproducts,and developalong-termrelationship
withyourcustomers. Whenbeginningabrandstrategy,there are manythingsyouneedto consider,
but one importantdetail isthateachdecisionyoumake shouldbe forthe intendedcustomeror
audience. Thisreportwill coverthe majortopicsof a brand strategyandhow to personalize your
strategyto fityourbrand.
Creating a Brand Strategy
For those wishingtotake theirideaandturnit intoa successful brand,there are manythingsto
considerbesidesthe products. Accordingto TjacoWalvis,brandingisall aboutcreatingassociations
withthe brand name that will staywithyouraudience (Walvis5). Bybrandingyourproducts,you are
allowingthemtostandoutnextto all othercompetitors. Inorderto do this,youmustcreate a brand
strategythat preparesyouforeverythingandthatalsotrulydifferentiatesyoufrom the others. Your
mainobjective shouldbe tocreate a message toyour targetedcustomerthatstandsout intheirmind
whenfacedwithchoosing aproduct. It iscrucial to your successthat youmake the most of any unique

2. 2
characteristicsthatyour brandpossess. Workingwell withwhatyouhave will allow youtoleave a
lastingmarkon yourcustomersand your competition.
Defining Your Brand
Brandingall beginswiththe impressionyouwanttoleave onthe minds’of youraudience.
More importantly,youneedtodecide foryourself whypeople shouldspendtheirmoneyonyour
product. What is itthat makesyour productsunique? Defineforyourselfwhatyouwantto represent-
whatyou wantthe firstthoughtinothersminds’tobe whentheysee yourlogo. Fromthere,youcan
decide whomyouwishtoreach. TimothyDewhirstandBradDavisdescribe Player’sFilterCigarette’s,
the leadingCanadian cigarette company, mainobjective as individualityandfortheircustomerstofind
independence(DewhirstandDavis7). Withthisobjective outlined,theywereable toidentifytheir
intendedaudience.
Appealing to Your Audience
We previouslycovered howyourobjectivewillleadyoutoyourintendedaudience. However,
clearlydeterminingyouraudience isveryimportant. Afterselectingyourtargetedcustomer,youneed
to discoverhow toget themto buyyour brand. Walvisdescribesbrandsas,“networksof associations”,
but manyof these associationsare competinginthe minds’of yourcustomers(Walvis4). It isyour job
as a branderto make sure that yourproductis the final choice,the one thatcan appeal to theirneeds
the most.
ReceivingAudience Recognition
Beingable tomake a lastingeffectonyourcustomersall dependsonhow relevantyourbrandis
to them. The more yourelate yourbrandto thingsthat are alreadyimportanttoyourcustomers,the
higherchance youhave of creatinga long-termmemoryof yourbrand. By creatingthislong-term
memory,youare increasingthe chancesof those customersactuallypurchasingyourproducts. Walvis
furtherdescribesthisrelationshipbyexplainingthatrelevantandemotional situationshave alonger

3. 3
effectonour memories(Walvis7). Bytriggeringthese emotional responses,andbycreatingthese
associations,itismore likelythatyourproductwill be chosenwhenputnexttoacompetitor.
Adapting to Your Audience
Intendtomake everynewcustomerrelationshipalong-termrelationship. We have already
coveredthe importance of knowingthe objectiveof yourbrand. Althoughconsistencyisvery
important,sometimesyoualsoneedtobe able toadapt andchange,withinreason. Animportant
aspectof marketingiskeepingupwithourever-changingworld. Thismayinclude advancementsin
technology,newneedsof customers,orjustthe latestfad. Justbecause youare tweakingyour
products,however,donotmake anydrastic changesthatcould conflictwiththe image you’vemade for
yourself. Adaptingtoyouraudience isaboutmaintainingconsistency,while challengingyourflexibility.
Exemplifying Brand Awareness
Most consumersare unaware of this,butmostdecisionsthatare made about whichbrandor
whichproductto buy are done belowourconsciouslevel. Brandsaliencyisthe factorthat allows
productsto prevail whenchosenatthislevel. Thistopicgoeshand-in-handwiththe effectsthat
marketinghason ourconsumersand how we can use that to our advantage. Brandsaliencyisusedby
Walvistoexplainwhyone brandstandsoutnextto anotherwithoutthe consumertrulyrealizingit
(Walvis5). The concept of brand saliencyhasa majoreffectonwhichproductthe customerwill choose.
Incorporatingthisinformationintoyourmarketingstrategywill allow yourbrandtobe highlyrecognized
by yourintendedaudience.
Making Your Brand Memorable
Brand saliencytrulyreliesoncreatingalong-termmemoryinthe mindof yourcustomers. As
surprisingasthisis,brandinghasreallybecome acompetitionforawarenessandrecognition. The
image youcreate in the customer’s mindcanbe more importantthanthe product itself. Anexample
usedby Walvisreferredtoan experimentdone bySamuelMcClure. Inthisexperimenthe usedfMRIto

4. 4
measure reactionsduringablindtaste test. Theygave all participantsbothPepsi andCoke,andwhile
blind-folded,abouthalf of the participantschose Pepsi overCoke. However,once the participantswere
able to choose afterthe blindfoldwasoff,around75 percentchose Coke (Walvis4). This experiment
clearlyshowsthatthe impressionyouleaveon yourcustomersseems tobe more importantthanthe
actual product. Strategizingyourbrandaroundyourtargetedaudience andworkingtogainthat
recognitionisthe keytosuccess.
Understanding Brand Equity
Anotherassetthatallowsone brandto standout fromthe others isthe equityof thatbrand.
Hui-ChuChenandRobertD. Greenthoroughlydescribe brandequityas“brandassetsand liabilities
linkedtoa brand,itsname and symbol,thatadd to or subtract fromthe value providedbyaproduct of
service,”(ChenandGreen3). The keytobrand equityisitseffectof the customer’sknowledge-baseof
the brand. Most of the informationisbroughttothe potential customerthroughmarketing. Asthe
customerlearnsmore aboutthe brand,theywill be more likelytopurchase the productsof thisbrandin
the future. (ChenandGreen3-4)
BuildingBrand Associations
One of the bestwaysto use brand equitytodraw customerstowardsyourproduct isby creating
brand associations. Like notedearlier,makingabrandmore relevanttothe customerleavesalasting
memoryonthe customer. The lastingmemoryof yourbrandis whatwill encourage people tobuyyour
product. Your job isto make those connectionsbetweenthe name of yourbrandandthingsthat are
necessarytoyour customer. DewhirstandDavisdescribe anexampleof brandassociationswithintheir
case studyPlayer’sCigarettes. Asa marketingstrategy,Player’sadvertisedwar-timethemesthroughout
the Firstand SecondWorldWars in orderto inspire patrioticindividualstoassociate themwithloyalty
to theircountry. This,inturn, inspiredconsumerstopurchase Player’sCigarettesbecause itmade them
feel like theywere beingsupportive of Canada(DewhirstandDavis3).

5. 5
Aftercreatingbrandassociations, the firstthingthatpopsintothe mindof your customer
shouldinspire themtochoose yourbrandoveranyone else’s. Youcan achieve thisthroughall the
thingsmentionedsofar. You needtosupportthe purpose thatyouchose for yourbrand, youmust
cater to yourintendedaudience,andyouneedtomake yourmarketingmessagesalastingmemoryin
the consumers’minds. Walvisconsideredthatwhenbuilt,these associations,alongwith yourproduct,
will actas cues,pullingpositive thoughts tomindthatconvince consumerstomake the purchase
(Walvis5-6).
ObservingPerceivedQuality
Whenbrand associationsare inaction, customerswill be more inclinedtobuyyourproduct.
Once theyhave,youneedtobe sure that yourproduct will meet theirexpectationsandcanallow this
relationshiptocontinue. Althoughthere are manythingsthatneedtobe practicedto appeal to your
intendedaudience,one thingthatexciteseverybuyerisa brandof quality. Perceivedqualityhaslittle
to do withhowyou,the brander,perceive the qualityof yourbrandto be. This elementismeasured
throughthe eyesof your customer. Perceivedqualitytiesbacktobeingrelevanttoyouraudience and
to whatthey’re lookingfor. Youneedtobe able to match theirstandardsinorderto keeptheir
business.
To furtherhighlightthe relationshipamongbrandequity,brandassociations,andperceived
quality,itiscrucial to lookat howeach one linkstothe next. Like ChenandGreendescribe intheir
hypermarketstudy,brandequityisbasedonthe customer’sknowledge of the brand,whichis
influencedbythe impressionleftonthe customerthroughassociations,whichcanchange the
customer’swillingnesstopurchase thatparticularbrand (ChenandGreen2). Once the brandhas been
purchased,however,the perceivedqualityof the brandcanbe noted,andhopefullyalong-term
relationship (brandloyalty) canbe establishedbetween thatcustomerandthe brand. Figure 1
highlightshowall of the componentsof brand equityinteractandleadtobrand profitability.

6. 6
Figure 1
RELATIONSHIP AMONG ELEMENTS OF BRAND EQUITY
Purchase Intention
Brand Awareness
PerceivedQuality
CustomerLoyalty
Brand Profitability
Source:(Yaseen,Nazia,etal."Impactof Brand Awareness,PerceivedQualityandCustomerLoyaltyon
Brand ProfitabilityandPurchase Intention:A Resellers'View." Interdisciplinary Journalof Contemporary
Research In Business 3.8 (2011): 833-9. ProQuest. Web.2 Apr.2014.)
InitiatingBrand Loyalty
It has alreadybeenunderstoodthatalong-termrelationshipbetweeneachof yourcustomersis
the dream. You want to have loyal customersthat,evenwhenotherbrandsmayofferthe same
product, are loyal toyour brand. Chenand Greenpointoutthat one way to increase the likelihoodof
brand loyaltyisthroughspecial promotions(ChenandGreen4). Individualsusuallyhave different
thingsthat are importantenoughtodetermine whetherornot theywill stayloyal toyourbrand. This
comesback to knowingyouraudience andwhethertheyfindprice,quality,ormaybe evenlocation
mostimportantfor maintainingbrandloyalty. Twogreatwaysto pinpointwhichelementismost
importantto youraudience isthroughconsumerinsightandmarketresearch.
Facing Competition
In orderto establishbrandloyalty,one thingthatyouwill needtocombatiscompetition. One
of the bestwaysto do thisrevolves arounddoingwhat’sbestforyourcustomers. Walvisremindsall
brandersto alwayskeepyourmessage relevanttoyourcustomer(Walvis7). Thiswill allow yourbrand
to winWalvis’sstated,“battle of awareness”(Walvis8). Ji-ShouTseng,Hung-YuLin,andChien-Hsiung
Lin alsomentionedthatone of the bestcharacteristicsabrandcan have isthe abilitytouse other

7. 7
brand’sweaknessestoyouradvantage (Tseng,Lin,andLin2). Althoughthismaysoundunprofessional,
whatit reallymeansisstayingaheadof competitionbytakingfull advantage of yourownresources.
Anothergreatpointerforkeepingupwithcompetitionisremainingconsistentinthe message
youare sendingtoyourcustomer. Thisway, once youhave builtthose loyal relationshipswithyour
customers,there will be noreasonforthemtoprefercompetingbrands. Itisimportantto notget
carriedaway withwhatthe competitorisdoing,butto,as Tseng,Lin,and Lin putit, stayfocusedonself-
evaluationevenwhenevaluatingcompetition(Tseng,Lin,andLin2). Onlyyou,the brander,will know
whatis rightfor yourbrand.
Expanding Your Brand
One majoreffectof competitionisfeelinganeedforbrandexpansion. While makingabrand
strategy,youshouldalwayskeepinmindcertainlimitsyouwantforyourbrand. Many branders are
inspiredtoexpandtheirenterprise once theyhave seensuccess. However,DewhirstandDavis
addressedthe topicbysayingyoumustremainconsistentwithwhatyourbrandalreadybringstoits
customersandwhat youwant to integrate intothe brand(DewhirstandDavis9). Thisconsistencyis
mandatoryfor maintainingcustomerloyalty,forchallengingthe competition,andforyouroverall
success. If you wishtoexpandyourbrand inthe future,doit while livinguptothe same purpose you
have chosen now.
Integrating a Market Strategy
Up to thispoint,marketinghasbeenreferredtoandemphasizedmultiple times. Marketingis
whatbringseveryaspectof your brandstrategytogether. What makesmarketingnecessaryisthat,as
Tseng,Lin,and Lin addressed,the more attentionyoubringtoyourbrand,the higherthe purchase
intentionwill be (Tseng,Lin,andLin4). You shouldbe able tooutline yourmarketingpurpose,which
shouldinclude bringingawarenesstoyourbrand. DewhirstandDavisstatedintheircase studyof
Player’sCigarettesthat,“A keyguideline forbuildingstrongbrandsistohave an identity,position,and

8. 8
executionthatare consistentovertime,”(DewhirstandDavis11). All of these elementsneedtobe
accentuatedthroughmarketinginordertobuildyourbrand.
ProvidingConsistencyand Repetition
To tie everythingtogetherthatwassaidpreviously,yourpurpose shouldbe the central theme
to all marketingstrategies,andalsocontinuallypromoted. Walvisstressedthateveryimpressionyou
leave ona potential customershouldbe relevant, specific,andengaging(Walvis12). Walvisalso
describedanfMRI studydone byKuhl that showedthatthingsmore relevanttousbecome memory,
while those thoughtof aslessrelevantare easilysuppressedinthe mind(Walvis 7). Marketstrategies
that are consistentlydistinctwillputthemselvesaheadof competition. Andfinally,creatingamarketing
strategythat isengagingwill encourage people tothinktheyare gainingsomuchmore withyour brand
than theywouldif theypurchasedsomeone else’s.
Promoting CustomerFeedback
Nowthat youhave consideredparticularcharacteristicsastrongmarketingstrategyshould
have,it’stime toconsiderwhichmarketingtechniques youwill choose. Since youhave uncoveredthat
the central theme of any brandis itscustomers,youshoulddecide how youwanttoincorporate them
intothe executionof yourbrandstrategy. DewhirstandDavisexpressedthatasone of Canada’slargest
tobacco manufacturers,one thingthatputPlayer’sCigarettesaheadof the game wastheir
communicationwiththeircustomers(DewhirstandDavis1). One of the easiestwaystokeepyour
brand customer-focusedistohearwhatyour customershave tosay. You maywant to implementa
policythatmakesit convenientforeachcustomertogive as much feedbackaspossible. Haydee
Calderon,AmparoCervera,andAlejandroMolladescribedakeyfunctionof marketingtobe an
opportunitytodiscoverwhatthe marketwantsandhow yourbrand can be the one to give themwhat
theywant(Calderon,Cervera,andMolla2). In the end, meetingcustomerexpectationsiswhatwill lead
youto success.

9. 9
SelectingAdvertisementChannels
Knowingyouraudience will affecteveryareaof yourbrandingstrategy. Whenknowingwho
youwant to reach,you can customize youradvertisementtocreate the largestlastingimpressionyou
can. Figure 2 showsan example of howAmericanAirlinesdivvieduptheiradvertisementbudgetto
amongthe differentchannelsin2005 comparedto 2006. Choosingwhichwaystoreach youraudience
isimportant,butalsoforeverchanging. Adaptabilityisakeythingto rememberwhenmarketing,but
again,beingable todo so withoutwageringyourbrandimage and purpose. DewhirstandDavis
includedaquote fromImperial TobaccoLimitedwhichaddressedhow communicationchannelsthat
marketersuse torely so heavilyonare now relativelynonexistent,whichleadstoahuntfor the next
bestcommunicationchannel (DewhirstandDavis12).
Figure 2
AMERICAN AIRLINES’ DOMESTIC ADVERTISEMENT SPENDING BY MEDIUM
Medium 2005 2006
National TV/Cable 16% 21%
Spot TV 32% 27%
Local/Traffic Radio 1% 2%
National Magazine 9% 4%
National Newspaper 2% 2%
Local Magazine 1% 1%
Local Newspaper 11% 11%
OOH 10% 7%
Online 18% 25%
Source:(Dewhirst,Timothy,andBradDavis.“BRAND STRATEGY ANDINTEGRATED MARKETING
COMMUNICATION (IMC):A CASESTUDY OF PLAYER’SCIGARETTE BRAND MARKETING.”Journal of
Advertising34.4 (2005): 81-92. ProQuest.Web.19 Feb.2014.)
Findinga Price
The final stepto marketingyourproductina way that intereststhe rightaudienceistofinda
price for yourproducts. The price youchoose will effectwhoyouare marketingasa whole. Itisyour
jobto finda balance of what a customerwill payfora brandthat meetstheirneedsandexpectations.
Calderon,Cervera,andMollaadvisedbranders decidingonaprice to firstlookat market price levels,
put time intoyourcustomerresearch,andunderstand whatcustomerlookforina brand at different

10. 10
price levels(Calderon,Cervera,andMolla5). However,one elementof pricingthatwill alwayshave a
positive effectonsalesispromotions. Figure 3,locatedinthe appendix,showsmarketactivityrelated
to pricingandhow customerrespondtoit. This can be a greattool for understandingwhatpromotions
and tacticsyou coulduse to make your brandseemmore appealingnexttoa competitor.
CONCLUSIONS
Afteranalyzingall criteriatocreate an effective brandstrategy,the followingconclusionsshould
be drawn:
1. Everysuccessful brandbeginswithchoosingapurpose andfollowingthroughonthatpurpose
usingconsistencyandrepetition.
2. A brandshouldalwaysbe relevant,specific,andengagingtoitsintendedcustomers.
3. The customershouldbe the central focusof anybrand.
4. All brandersshouldworktoheightenawareness andtocreate a lastingmemoryon all
customers,which will create brandloyaltyandalsoafuture forthe brand.
5. The bestway to increase brandawarenessistocreate brand associationsinthe mindof the
customer.
6. Everybrand needsapowerful marketingstrategytotie all brandobjectivestogetherandinitiate
and strengthencustomers’purchaseintention.
RECOMMENDATIONS
Afterreviewingthe conclusions, the followingrecommendationsare offeredtoconstructa well-
establishedfoundationforanybrandstrategy:
1. Choose a brandpurpose that ideallyfitsyouandyourintendedcustomers,andconsistently
projectyourmessage togain customerawareness.
2. Developyourstrategytocater to yourcustomersbymakingyour brandsignificantand
specializedtothem.

11. 11
3. Committo youraudience bymakingtheirneedsthe decidingfactorforall future decisions.
4. Strengthenbrandloyaltythroughimposingalastingimpressiononyourcustomer.
5. Heightenbrandawarenessbycreatingsignificantassociationsinthe mindof the customer
betweenyourbrandandthingsthatare most relevanttothem.
6. Integrate all branddecisionswitheffectivemarketinginorder toportrayyour brandspurpose
and to emphasize attractyourintendedcustomers.

12. 12
Works Cited
Calderon,Haydee,AmparoCervera,andAlejandroMolla."BrandAssessment:A KeyElementof
MarketingStrategy."TheJournalof Productand Brand Management 6.5(1997): 293-304.
ProQuest. Web.6 Apr.2014.
Chen,Hui-Chu,andRobertD.Green."Brand Equity, MarketingStrategy,andConsumerIncome:A
HypermarketStudy." Journalof Managementand Marketing Research 8(2011): 1-18. ProQuest.
Web.6 Apr.2014.
Dewhirst,Timothy,andBradDavis."BRANDSTRATEGY ANDINTEGRATED MARKETING
COMMUNICATION (IMC):A Case Studyof Player'sCigarette BrandMarketing." Journalof
Advertising 34.4 (2005): 81-92. ProQuest. Web.6 Apr.2014.
Mickey,Bill."INSIDEA MAJORBRAND'S MARKETINGSTRATEGY." Folio 36.1 (2007): 42-4. ProQuest. Web.
6 Apr.2014.
Tseng,Ji-Shou,Hung-YuLin,andChien-HsiungLin."A STUDY ON THE EFFECT OF ENTERPRISEBRAND
STRATEGY ON PURCHASE INTENTION." InternationalJournalof OrganizationalInnovation
(Online) 4.3 (2012): 24-42. ProQuest. Web.6 Apr.2014.
Walvis,TjacoH. "Three Laws of Branding:NeuroscientificFoundationsof Effective BrandBuilding."
Journalof Brand Management 16.3(2008): 176-94. ProQuest. Web.6 Apr.2014.

13. 13
Appendix
Figure 3
CUSTOMER RESPONSE TO PRICE-RELATED MARKET ACTIVITY
Consumer
Response
Brand
Knowledge
Reference Differential Response
Price
Sensitivity
Equity over
Time
Simon Lookedat changesinprice elasticitiesover
time andfoundthat consumershadmore
inelasticresponses toprice increasesand
elasticresponse toprice decreaseswith
leadingbrands overtime.
Lower Price
Sensitivity
(loyalty)
Strong Brand Agrawal Customersloyal toa strongbrand require a
largerprice differential infavorof the rival
brand before theyswitchawayfromtheir
favorite brand.
Market Share
and Price
Premium
Familiar Brand
Name
Park and
Srinivasan
Brand name productscommandboth a
marketshare and price premium, inaddition
to equityassociatedwithbrandextensions.
Response to
Price Cut
High Market
Share Brand
Sethuraman Store-level supermarketscannerdata
indicatedthatthe leadingbrandsgetthe
majorityof a boostfrom discountingwhenthe
discountedprice isstill above the price of
otherbrands.
Category
Choice and
Brand Choice
National Brands Sivakumar and
Raj
Scannerpanel data indicatesthathigher-
qualitybrandsare lessvulnerabletolosses
whenpricesare increased.
Market Share
and Price
Sensitivity
High-Quality
Brands
Allenby and
Rossi
Rotatingindifference curveswere usedto
show that if switchinguptohigh-quality
brandsis more likelythanswitchingdown,
thenthere will be asymmetricresponsesto
price promotions.
Market Share
and Loyalty
High Market
Share Brand
Grover and
Srinivasan
Scannerpanel data indicatedthatwhenthe
leadingbrandpromoteditsproducts,itdrewa
significantshare fromthe twofollower
brand’sbrand loyal segments. Follower
brandscouldnot attract the leadingbrand’s
loyal segmentwithpromotions.
Market Share High Market
Share Brand
Russell and
Kamakura
Scannerpanel data indicatedthatthe largest
marketshare brand had a greaterinfluenceon
competitorswhendiscounted.
Market Share High Priced
Brand
Bemmaor and
Mouchoux
In a pseudoexperiment withstore data,
higher-pricedbrandswere lessaffectedby
reductionsinthe price of lower-pricedbrands.
Market Share High-Quality
and High Priced
Brand
Blattberg and
Wisniewski
Store-level scannerdataindicatedthatwhen
higher-price,higher-qualitybrandswere
promoted,theystole share fromotherbrands

14. 14
inthe same price-qualitytierandfrombrands
inthe tierbelow. Lower-price,lower-quality
brandsdidnot steal significantshare fromthe
tiersabove.
Market Share High Market
Share Brand
Bucklin Scannerpanel data indicatedthatthe leading
brand couldbe betterinsulatedagainstprice
cuts of competition.
Lower Price
Sensitivity
Loyal Customers
of Brand
Krishnamurthi
and Raj
Diarypanel data were usedtoshow that loyal
panel memberswere lessprice sensitive inthe
choice decisionthannon-loyal members.
Lower Price
Sensitivity
High Levels of
Advertisement
Kanetkar Scannerpanel data indicatedthat,underhigh
levelsof advertisingexposure,itispossible for
a household’sbrandchoice price sensitivityto
decrease.
Consumer
Price
Sensitivity
Brands with
Unique
Messages
Boulding Unique messages(productdifferentiationfor
high-qualityproductsandlow-price messages
for low-price leaders) ledtoareductioninthe
susceptibilitytofuture price competition.
Consumer
Price
Sensitivity
Brand Credibility Erdem Brand credibilitydecreasesprice sensitivity.
Price premium
for used autos
Parent Brand
Quality
Reputation
Sullivan Analyzedthe usedcarsalestrendsof used
‘twin’automobilesandfoundthatbrandswith
a higherqualityreputationhadhigherresale
prices.
Source:(Hoeffler,Steve,andLane KellerKevin."The MarketingAdvantagesof StrongBrands." Journalof
Brand Management 10.6(2003): 421-45. ProQuest. Web.30 March 2014.)