Therefore, larger brands always score higher on surveys that assess attitudes to brands because they have more users (who are also slightly more loyal).

Attitudes and brand beliefs reflect behavioural loyalty: “Consumer know and say more about brands they use, and think and say little about brands they do not use.

User bases seldom vary: “Rival brands sell to very similar customer bases.”.

Natural monopoly law: “Brands with more market share attract a greater proportion of light category buyers.”.

This ‘regression to the mean’ phenomenon occurs even when there has been no real change in buyer behaviour.”

Also, light buyers buy more often and some non-buyers become buyers. Law of buyer moderation: “in subsequent time periods heavy buyers buy less often than in the base period that was used to categorise them as heavy buyers.The remaining sales come from the bottom 80% of its customers (i.e. Pareto law 60/20: “slightly more than half a brand’s sales come from the top 20% of its customers.big brands lose more customers though these represent a smaller proportion of their total customer base)“ Retention doubly jeopardy: “all brands lose some buyers this loss is proportionate to their market share (i.e.Double jeopardy law: “brands with less market share have far fewer buyers, and these buyers are slightly less loyal (in their buying and attitudes)”.Book Summary & NotesĪll text that is quoted & italicized is taken directly from the book.

This book, on the other hand, shows that there is a clear science behind marketing and that there are “marketing laws” that should be followed if you want to grow your brand, do proper advertising, and focus on those activities that actually make marketing add value to the brand.įor more details and reviews go to Amazon. Much of older marketing books that focus on differentiation and building loyalty were not based on scientific study – it was purely marketing theory. Is marketing a science or an art? The answer probably depends on whom you ask (and their specific role in marketing) but How Brands Grow provides clear arguments that marketing is an evidence-based science.

Byron sharp how brands grow pdfescape