Consumer Packaged Goods in the United States: National Brands, Local Branding

Abstract

Abstract The authors document several striking general geographic patterns in the performance of national brands using a large longitudinal scanner database that spans many consumer packaged goods categories and U.S. regional markets. Across markets, they observe that for a typical national brand, the geographic variation in market shares, perceived quality levels, and local dominance is so large that it questions the concept and relevance of a “national brand.” Across time, the authors find that the geographic differences in market shares for national brands are persistent and thus are attributed to “long-term” outcomes. The objective of this article is to open a discussion on these surprising stylized findings related to geography in the food and beverage industries. The authors argue that geographically indexed consumer packaged goods data contain rich information about long-term marketing outcomes that offer several new directions for further research.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 115 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.