Brand Reallocation, Concentration, and Growth

Pearce, Jeremy; Wu, Liangjie

doi:10.2139/ssrn.4279983

Cited by 3 publications

(1 citation statement)

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“…According to Joseph et al (2021), it is the action of recreating or attaching a new name, design, term, or integration of the brand elements to create a new distinguishable brand in the minds of consumers and competitors. Peace and Wu (2022) suggest that, for industries where innovation is crucial, frequent evolutionary rebranding can serve as a means of communicating change and influencing customers to believe that the company is not stagnant in its practices.…”

Section: Concept Of Rebrandingmentioning

confidence: 99%

What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty

Mensah,

Brew

2023

AJEMS

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PurposeProduct rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand distinctiveness (BD) and consumer attitudes (CA) towards product rebranding on brand loyalty (BL).Design/methodology/approachThe study adopted the quantitative survey design and used questionnaire to gather data from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages. Structural equation modelling was used to analyse the data. This study integrates psychology theories into brand management research to propose and test a holistic model.FindingsThe study found a significant effect of BA on CA toward product rebranding, and CA toward product rebranding fully mediates the relationship between BA and BL. Furthermore, BD has a significant effect on BL, and further moderates the relationship between BA and BL.Originality/valueThis study offers a fresh theoretical foundation, conceptual clarity and understanding of how rebranding specific brand elements affect the attitudes and BL of consumers who are emotionally connected to a brand. This paper offers practical insights into the implication of product rebranding on CA, BD and BL. It reveals a holistic guidance to brand managers on how to use their unique knowledge about their consumers to create distinctive brands and emotional affection, passion and connections to their brands.

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Section: Concept Of Rebrandingmentioning

confidence: 99%

What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty

Mensah,

Brew

2023

AJEMS

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Monetary Policy and Welfare with Heterogeneous Firms and Endogenous Entry

COOKE,

DAMJANOVIC

2024

J of Money Credit Banking

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This paper studies monetary policy and welfare in a sticky wage New Keynesian model with heterogeneous firms and endogenously variable markups. We show that stabilizing nominal wages is optimal only when product creation is based on an instantaneous zero‐profit condition and when the aggregate markup is constant. A constant markup requires strong selection effects generated by a Pareto firm‐level productivity distribution. When product creation is based on a dynamic zero‐profit condition optimal monetary policy accounts for the distribution of firms and the welfare loss from stabilizing nominal wages is between and 0.2% of steady‐state consumption.

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Brand Reallocation and Market Concentration

Pearce,

2024

Staff Reports (Federal Reserve Bank of New York)

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We study the interaction of customer capital and productivity through brand reallocation across firms. We develop a firm dynamics model with brands as transferable customer capital, heterogeneous firm productivity, and variable markups. We study the matching process between transferable brand capital and core productivity, which can be inefficient with significant welfare implications. We link USPTO trademark data with Nielsen sales data to study the prevalence of brand reallocation and the response of sales and prices to reallocation. Quantitatively, brand reallocation reduces welfare. Optimal policies deviate substantially from the literature due to the complementarity between brand capital and productivity.

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Brand Reallocation, Concentration, and Growth

Cited by 3 publications

References 0 publications

What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty

What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty

Monetary Policy and Welfare with Heterogeneous Firms and Endogenous Entry

Brand Reallocation and Market Concentration

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