Sublime

Brand 10 grew in MMS across both non-buyers and buyers, but the main metric that changed was NS. The brand has widened its CEP network but not its potential buyer base. This is not a normal growth pattern, which would be evident in a rise in MPen, particularly for non-buyers, and so should be

As technology expands the array of entertainment and consumption options, the value of familiar and trusted brands increases dramatically

business becomes a brand when it transcends its category of origin. It takes an existing core equity, or a particular philosophy, and it infuses that idea into everything it does, furthering its reputation or world view one product, service or line extension at a time.”