| 词条 | Draft:Brand Social-nomics |
| 释义 |
Overture: "Brand Socialnomics" was pioneered by experiential marketing stalwart Christine Govindsamy (SA) during the turn of the millennium in the pursuit of turning mainstream marketing research and trade activations on its head. Whilst conventional market research firms employed external consultants to collect and interpret data in spaces usually foreign to them, Christine on the other hand decided to use participants who actually resided in their respective communities to both execute brand inception and market research. These participants eventually became part of her larger organization in the capacity of "Enterprise representatives" as time went along. For many, the South African township economy is perhaps one the most interesting market dynamics as it is home to varying market and social strata. This makes for an interesting research challenge as tastes and preferences change very quickly due to market adaptation. Both Multinational and local brands alike struggle to have an in-depth knowledge of consumption and demand trends as consumer behaviour is erratic and often misunderstood. Brand behaviour : Link Between brands and Sociolnomics There is common ground between brands, the economy and social behaviour. Brand socialnomics allows one to track brand behaviour in market. This is done in the advent of both active and passive selling. Community participants produce insights in terms of how brands perform and transact with the market until the final point of consumption. The socialnomics model allows the brand owner to identify "blindspots" in the furthest of reaches in the informal economy which makes up more than 60% of the merging market economies in Africa References{{DEFAULTSORT:Brand Socialnomics}} |
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