Why Are Distinctive Brand Assets More Important in Mature Markets?


Prof. dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University, talks about how mature and emerging markets imply different levels of importance for a brand’s assets; what and when to measure; and much more – all through the lens of his impressive studies and work experience.

  • Nissan and Toyota brand equity test;
  • Brazil vs. UK ad impact study;
  • Nike, Patagonia, and Starbucks;
  • and more
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