Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study...

Explores the importance of several regimes of new product development activities using multiple statistical techniques on two different data sets collected in the USA and Canada over 12 years apart. The results were consistent across the statistical methods and across the data sets, but...