How Brands Grow 2 Revised Edition - Including Emerging Markets, Services, Durables, B2B and Luxury Brands

Expanding upon foundational marketing principles, this insightful sequel examines the science behind brand growth across diverse sectors such as emerging markets, services, durables, B2B, and luxury brands. Drawing on empirical research, the authors challenge common assumptions and provide clear, evidence-based strategies for marketers aiming to foster sustainable brand expansion. The analysis emphasizes the importance of reaching more buyers and questions the effectiveness of conventional loyalty-building tactics, making it an essential resource for anyone responsible for brand strategy in complex, ever-changing environments.

• Brand growth is primarily driven by increasing market penetration rather than...

  Full summary available for members.

  Log in or create a free account to view.