“We found that differentiation matters, and it matters more if you’re a relatively smaller brand or if you’re in an emerging market.” Prof. dr. Koen Pauwels also explains that brand equity is really how consumers on the market react differently to your product because it has the brand.  Martin Schiere, Principal and Consumer Goods Strategy Lead at Glocalities (our podcast host) and his guest, Distinguished Prof. of Marketing at Northeastern University, talk about how mature and emerging markets imply different levels of importance for brand assets; what and when to measure; what makes the ultimate difference in the marketing funnel in the different markets; and more, through the lens of his impressive studies and work experience. • Nissan and Toyota test; • Brasil and UK study; • Nike, Patagonia, and Starbucks; • and more See acast.com/privacy for privacy and opt-out information.