Brand growth and 'phase 4' marketing

Alice K Sylvester, Josh McQueen and Scott D Moore

This important paper concerns longer-term (year-on-year) brand growth and the mechanisms that seem to be involved.

Brand growth and 'Phase 4' marketing

New light on the mechanisms of growth and the users that foster it

Alice K Sylvester, Josh McQueen and Scott D Moore

This important paper concerns longer term (year-on-year) brand growth and the mechanisms that seem to be involved. The underlying issues were determined during the course of three dissimilar 15-year periods from 1950-1994. Some major recent studies, reported here, explore the situation as we enter a fourth phase in which real brand growth will be rare, hardly ever dramatic, and determined more by consumer penetration when the brand is...

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