by Pim Kneepkens | Mar 12, 2023 | Branding, Revenue Growth Management, RGM Bites
The Importance of Advertisement in Downturns The Importance of Advertisement Most firms tend to cut cost during a recession to protect cash flow. However, empirical research has shown that an increase in advertisement spend during a recession leads to higher market...
by Pim Kneepkens | Mar 12, 2023 | Branding, Revenue Growth Management, RGM Bites
The Effect of Brand Recall on Market Share Brand Recall Drives Value Share Brand recall is positively correlated with market share. The inclusion of the brand in the consumer’s choice set is generally accepted as the underlying causal mechanism driving this effect....
by Pim Kneepkens | Mar 12, 2023 | Branding, Revenue Growth Management, RGM Bites
The Price Effect of Branded Products The Effect of Branded Products Consumer will pay a price premium for national brands even the quality of the national brand and the private label brand is the same. This surplus is called the image premium. This means that brand...
by Pim Kneepkens | Dec 18, 2022 | Range Architecture, Revenue Growth Management, RGM Bites
The Effect of Private Label Share on Store Loyalty The Importance of Strong Brands The growth of private label is often seen as a threat to branded products. As it turns out, there actually is an inverted U-shaped relationship between consumers private label share and...
