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

Vol. XLIV (February 2007), 4–13 4 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Bart J. Bronnenberg is Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: [email protected]). Sanjay K. Dhar is James H. Lorie Professor of Marketing (e-mail: [email protected]), and Jean-Pierre Dubé is Professor of Marketing (e-mail: [email protected]), Graduate School of Business, University of Chicago. The authors thank Andrew Ainslie and Sanjay Sood for helpful comments and discussions. The title of this article is adapted from the Web site of SABMiller (http://www.sabmiller.com/ SABMiller). This article was invited by the former JMR editor, Dick R. Wittink, who motivated the authors to conduct this study on national consumer packaged goods brands. They dedicate this article to his memory. The authors thank the Marketing Science Institute for financial support (Grant No. 4-1301). BART J. BRONNENBERG, SANJAY K. DHAR, and JEAN-PIERRE DUBÉ*