Title

Why Brands Grow

Abstract

What causes brands to grow over time? Our article addresses this important question. Measures of market share, market penetration, customer loyalty, and price were gathered in two time periods, five years apart, for 353 brands in 21 categories of fast-moving consumer goods. We used these data to study share growth over time. Key findings include: (1) growth must be earned, even for brands that have been successful in the past; (2) increased penetration is the key to share growth, and especially dramatic share growth, for all types of brands; and (3) customer loyalty strongly leverages the effects of penetration. This paper extends upon work by Baldinger and Rubinson (1997) in demonstrating that the way to grow brands is via a combination of penetration and loyalty growth.

Publication Date

1-1-2002

Publication Title

Journal of Advertising Research

Volume

42

Issue

1

Number of Pages

7-14

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.2501/jar-42-1-6-14

Socpus ID

5444231200 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/5444231200

This document is currently not available here.

Share

COinS