Brand Gravity and Performance in Satellite Markets

Abstract

One brand does not fit in all markets. Brands need to be nurtured by the companies according to market attributes which vary socio-demographically. Though most urban markets look alike, they can be segmented as central markets, satellite markets located in suburban habitats and industrial and rural markets within the proximity of urban market ambiance. Brand gravity is determined by the consumer pull in the suburban markets for competitive products. This paper discusses various ways to position brands in different market segments within urban areas and develop strategies to enhance the performance of brands by determining suitability of brand-market nexus, building strategies to increase brand sales and planning towards brand re-engineering.

Keywords: Urban markets, consumer behavior, market segmentation, brand performance, brand value, brand association, brand image, corporate reputation, mass market, brand preference

JEL Classification: M30, M31