The paper “ Measuring and Interpreting Brand Performance” is a comprehensive example of a business assignment. Building a powerful brand is the objective of most companies. Building an impressive brand with essential equity is deemed like giving the host likely possible gains to the organization. This comprises higher client loyalty, reduced vulnerability to the competitive selling actions, and marketing disasters, greater margins alongside desired client feedback to price fluctuations, higher trade or intermediary association and support. It also entails raised marketing communication efficiencies and legalizing and brand distribution opportunities. With this dedicated desire, in brand building the paper talks of factors making the brands successful in the market and methods of building top brands.
The paper also gives an elaborate definition of brand salience and its relationship with brand equity. The study also has some features of developing awareness for the brand for it to have a strong salient in t5he market and make every customer interested in purchasing the Kit Kat brand. The study lastly discusses how different demographic factors can influence the distribution of brands in the market. This mainly focuses on how Kit Kat can penetrate into the market even when the demography has low household income. Section 1: Brand performance1.Mars Bars command the highest market share among its competitors having a sole loyalty of 22%, followed by Kit Kat with a sole loyalty of 8%.
There is consistency in the way these brands have established themselves in the market. This is evident by their penetrating power with Mars Bar leading. This implies that the Mars Bar brand has been in the market for a long or it aggressively creates awareness for its products hence, leading in the competition.
The average purchasing frequency for Kit Kat and Mars Bars is the same while the features vary slightly for these two brands. The other brands have low percentages as compared to the top two brands. The market penetrations for all brands are the determinants for the other attributes, and this shows how the brand's salience has been developed.
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