Is your brand’s share trying to tell you something?

Charles Graham

A huge amount of money is spent on campaigns to promote brands, but does it work and how can the budgets be justified? Far from being loyal to single brands, it appears most consumers are both experienced and habit-driven, and regard competing brands as substitutable within a repertoire.

Is your brand's share trying to tell you something?

Charles Graham

Over a month, a quarter, or a year, the sales of any brand are determined by the number of people who buy it, how often they do so and which other brands they buy. Marketing practitioners, therefore, invest substantial sums to influence consumer behaviour through communications, sales promotions and loyalty schemes, all designed to increase the penetration and repeat purchase of the brands they manage. The effectiveness of these investments is often assessed by the extent of market-share growth achieved.

One survey of nearly 700 senior managers found share...

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