Brand Performance Comparatives
Abstract
In traditional importance‐performance analysis, self‐reported relative importance weights and “own” brand performance ratings are combined to yield assessments of current market standing. Discusses the pressing need for comparatives to avoid major problems in brand performance assessments within traditional importance‐performance analysis. These comparatives ideally include performance assessments of competitors′ brands, although several other possibilities exist: norms provided by “own” brand past performance, comparison to an “ideal brand”, and segment comparisons.
Keywords
Citation
Chapman, R.G. (1993), "Brand Performance Comparatives", Journal of Product & Brand Management, Vol. 2 No. 1, pp. 42-50. https://doi.org/10.1108/10610429310027446
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited