Editorial

摘要

A company that is seeking a competitive advantage for their brand(s) in the global marketplace today must first thoroughly understand what drives a consumer to choose a particular brand. Consumer perception is of prime importance in a company's quest in an attempt to gain a foothold in the marketplace. A company also has to be cognizant of what factors affect not only multi-line brands, but attempts at brand extension as well. There are not that many companies that can claim to have "global brands" that are accepted (with some modifications to their products for the countries that they are successfully marketing to), so it is incumbent upon brand managers to better understand how consumers see their products.