What Do You Want Your Brand To Be When It Grows Up: Big and Strong?
本文论证品牌规模并非决定行为忠诚的唯一因素，消费者对品牌的态度（品牌资产）在品牌成功中扮演重要角色，并发现品牌强度与市场份额长期变化有强关联。
In this paper we seek to demonstrate that brand size alone does not dictate behavioral loyalty and that attitudes toward a brand (consumer equities) do have an important role to play in determining a brand’s success.First, we review the fact that there are strong Double Jeopardy relationships in attitudinal as well as behavioral data. We argue that there are two basic mechanisms that cause Double Jeopardy relationships within categories: push and pull. Push mechanisms are the result of marketing activity’s direct influence on consumer decisions at the point of purchase. Pull mechanisms are a result of marketing efforts that establish a longer-term positive consumer predisposition toward a brand. We argue that brands grow by temporarily deviating from the normal category relationship to achieve a better position relative to other brands.The BrandDynamics™ System, a survey research tool for explaining behavioral and attitudinal loyalty, is used to show that a measure of attitudinal loyalty called Brand Strength has a clear relationship with longer-term changes in market share. This relationship is far stronger than would be expected on the basis of brand size alone. The final conclusion is that brands can be both big and strong.