Why Brands Grow
Allan L. Baldinger, IPSOS-NPDEdward Blair, University of Houston andRaj Echambadi, University of Central Florida
Why do some brands grow over time? Why do some decline? What are the roles of market penetration and customer loyalty in this process? For example, is growth in penetration the key to growth in market share? If a brand is static in penetration, but does a good job of building customer loyalty, will it grow? Is loyalty the key to staving off decline?
The existing literature does not answer these questions. It tells...