The Effect of Brand Awareness, Internet Search Patterns and Product-Line Characteristics on Revenue Premium

Abstract

In 2010 the combined value of all brands in BrandZ’s Top 100 Most Valuable Global Brands increased by 40% compared to 2006, to $2.04 trillion. Moreover, the consideration of the brand name when making a purchase decision has increased by 20 percentage points in 2010 relative to 2005 (Joanna Seddon, CEO of Millward Brown Optimor). The main mechanism through which brands grow is product development, meaning line and category extensions. By line extension it is understood a new product launched in the same product category, under the same brand name, while brand extension is a totally new product in a different product category.