Strategy of Global Branding and Brand Equity

Alvin Lee is Lecturer of Marketing at Deakin University, Australia. He has researched the marketing of consumer goods across markets in Asia and the United States. He received his PhD in marketing from the University of Western Australia.Jinchao Yang is Associate Professor at the College of Economics and Management, China Agricultural University. Dr Yang has PhD degrees in agriculture and marketing and has international marketing experience in consumer foods and beverages. He received his PhD in marketing from the University of Western Australia and his PhD in agriculture from China Agricultural University.Richard Mizerski is Emeritus Research Professor of Marketing at the University of Western Australia. He has worked as a consultant for several international package goods marketers including Nestlé and Kraft on the marketing of consumer goods in the United States, Europe and Asia.Claire Lambert is Lecturer at the School of Business of Edith Cowan University, Australia. She has extensive industry experience in quick service food marketing and sales promotion. She received her PhD in marketing from the University of Western Australia.

"(The book) provides an interesting and informative reading on brands and branding process…" — Samart Powpaka, Associate Professor, Department of Marketing, CUHK Business School, The Chinese University of Hong Kong

• 1. Brands - Origins, Heritage and Importance  2. The Art of Branding  3.The Science of Measuring Brand Performance  4. Cross-cultural Studies, Loyalty, Choice, Experiments and Hypotheses  5. Research Method  6. Results: Sample Comparability and Brand Knowledge Constructs  7. Results: Predicting Brand Choice using Multiple Discriminant Analysis  8. Results: Predicting Brand Choice using Multinomial Logistic Regression Analysis and Binary Logistic Regression Analysis  9. Discussion of Results and Summary  10. Workshop: Predictive Brand Choice (PBC) Work Process