Accessibility is one of the five drivers of customer brand insistence in our proprietary BrandInsistence brand equity measurement system. How does accessibility contribute to customer brand insistence?
We have tested our Brand Insistence ™ brand equity management system across numerous industries and organizations over the past eight years.
Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration, and price-related value.
