An investigation in brand growth and decline across categories

Giang Tue Trinh and Zachary William Anesbury

This study investigates the variation in brand growth and decline across many different product categories.

An investigation in brand growth and decline across categories

Giang Tue Trinh and Zachary William Anesbury

Ehrenberg-Bass Institute for Marketing Science, University of South Australia

Introduction

Marketing practitioners spend a great deal of money and effort to increase their brands’ market share. In order to do so they commission activities such as new creative advertisements, new product development and price promotions, to help increase the number of buyers and/or the frequency of those buyers that purchase their brand. Empirical evidence, however, has shown that these actions tend to lean towards short-term brand market share gains, but the norm...

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