Brandalytics
9 March 2006
UNDERSTANDING INDIVIDUAL PURCHASING DECISIONS: FROM CONSUMER CHOICE TO BRAND EQUITY
Presented by Professor Timothy Devinney
BSc Carnegie-Mellon, MA, MBA, PhD Chicago
Director, The Centre for Corporate Change, Australian Graduate School of Management;
Co-Founder & Director, BrandalyticsTM.
All companies need to understand how the design of their products and services and their marketing options affect the choices that consumers make in an everyday context. However, few companies employ available advanced techniques that allow them to get a clearer understanding of how consumers make product choice tradeoffs and how such choices flow through to the bottom lines. We discuss how one can predict customer choice in complex environments for a host of products. Using related approaches we show how brand equity can be used to measure the value that consumers place on brands. Such approaches allow you to develop strategies to deliver customer value effectively and brand equity measures provide a clear opportunity to determine the returns to marketing activities.
Timothy Devinney as Director of AGSM’s Centre for Corporate Change, together with UTS’ Centre for the Study of Choice and AMR Harris Interactive has developed the Australian Brand Equity Index. In doing so this collaborative partnership has formed BrandalyticsTM who will commercially integrate ABEI theory to measure Brand Equity and model its drivers and impacts. Professor Devinney’s academic career has spanned 29 years both here and abroad. His research interests include international business, corporate strategy, choice modelling and experimentation, and technology/knowledge management. He has held a professorship at AGSM since 1993 and was appointed Director of the AGSM’s Centre for Corporate Change in 1999.
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