Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
Future of Brand Building conference report - The Wharton School of ...
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Understanding Consumers’ Decision Making Patterns and Modes<br />
Joel Rubinson<br />
President, Rubinson Partners, Inc.<br />
<br />
Estimated in store brand decison rate<br />
(Average across categories)<br />
Meyers Research Center (on behalf <strong>of</strong> POPAI), 1995 : 70%<br />
Jay H. Baker Retailing Center & the <strong>Future</strong> <strong>of</strong> Advertising Project – SEI Center<br />
for Advanced Studies in Management<br />
Session: <strong>Brand</strong> <strong>Building</strong> and the <strong>Brand</strong> Experience: <strong>The</strong> Blurring Boundaries<br />
Between Advertising and Retail<br />
Ogilvy Action, 2008 : 40%<br />
Synovate, 2009 : 50%<br />
Date: April 21, 2011<br />
Rubinson Partners, Inc.<br />
Twitter: @joelrubinson<br />
E-mail: joelrubinson@gmail.com<br />
Blog.joelrubinson.net<br />
Source: Synovate 2010<br />
s buying category<br />
% <strong>of</strong> Chain IDs<br />
20%<br />
18%<br />
16%<br />
14%<br />
12%<br />
10%<br />
8%<br />
6%<br />
4%<br />
2%<br />
0%<br />
Surprisingly low share <strong>of</strong> requirements for preferred brands<br />
0-
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