The Competitive Success of the Brand: A New Management and Marketing Approach

Abstract

A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute dominance of a leader over all other brands, particularly in international markets. This paper presents such a case from Thailand's very large imported Scotch whisky market and attempts to provide a behavioral - loyalty based explanation for the increasing share gap between the leader brand and its challenger.

The behavioral loyalty may be considered in a new strategic orientation which aims at psychological goals. Such goals may support economic results.

Keywords: market dominance, leader brand, double jeopardy, behavioral loyalty, psychological objectives

JEL Classification: M30, M31, M39