Philippine E-Journals

The Economics of Brand and Marketing Actives

Mehir Baidya | Bipasha Maity | Kamal Ghose

 

Abstract:

Understanding the contributions of brand and marketing activities to sales is vital to make smart decisions. This study attempts to investigate this issue empirically. Data were gathered from two brands in frequently purchase packaged goods category. Two double-log regression models were ftted to data. We find that brand and marketing activities contribute to sales significantly. Managers may fnd our fndings useful to allocate fund between short-term and long-term marketing actions. As far as our knowledge is concerned, this constitutes the frst empirical work of economics of branding for regional brands in India.