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How Brands Grow: Part 2 Revised eBook
Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).
from Better Brand Health eBook by Jenni Romaniuk
- These are universal principles that apply to companies of all sizes! Their examples tends toward large stable brands only because they have the data is more readily accessible.The HBG books and their Rules all derive from Andrew Ehrenberg's NBD-Dirichlet model of consumer buying behavior.That model has decades of supporting research (much of it to ... See more
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Future Demand: Why building your brand among tomorrow's customers is the key to start-up success
by James Hurman
If a brand grows, it will gain more additional buyers from bigger competitors, and fewer from smaller competitors. If a brand declines, that brand will lose more additional buyers to those same bigger competitors, and fewer to the smaller competitors (e.g., Romaniuk 2021b).
from Better Brand Health eBook by Jenni Romaniuk
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
by Laura Ries
