(Source: Allan L. Baldinger and Joel Robinson, “Brand Loyalty: The Link Between Attitude and Behavior,” The NPD Group.)
For a new brand, it is important to track the number of stores deciding to sell the product, while for a mature brand, it is more important to look at the number of stores delisting the product.”
(Source: Lars Finskud, “Bringing Discipline to Brand Value Management,” Financial Times Retail & Consumer Publishing, Brand Valuations, 1998.)
“For a fast-growing brand, the number of new loyal customers is important, but for an established brand it is the number of lost loyal customers that is the telling indicator.”
(Source: Finskud, “Bringing Discipline to Brand Value Management.”)
The typical No. 1 brand is worth 10 percent more than the No. 2 brand to consumers (range: zero percent to 35 percent).
Home Depot and Ralph Lauren use the same paint formula, but the Home Depot house brand charges $9.94 while Ralph Lauren charges $26.95. (The only differences between the two are packaging, price charged, and the brand name.)
GE receives a 26 percent to 40 percent price premium for its lightbulbs, depending on the SKU.
(Source: Jim Harmon, “General Electric: Creating a Global Brand Identity,” presentation at the Institute for International Research’s Brand Masters Conference, December 1997, Atlanta, GA.)
In its October 2012 issue, Consumer Reports indicates that the store brands they tested cost, on average, 25 percent less than equivelent national brands.
(Source: Store Brand vs. Name Brand Taste-Off, http://www.consumerreports.org/cro/magazine/2012/10/store-brand-vs-name-brand-taste-off/index.htm, July 7, 2014.)
Excerpted from Brand Aid, second edition, available here.
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