Five principles for targeting brand growth

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

It is by now a widely accepted fact that, for a brand to grow, it needs to find more buyers. The largest brands in the world attract the most buyers and the fastest-growing ones are finding more buyers than the competition. This is true in every category, in every country, even within defined retailers or demographics.

But knowing that by itself is not going to grow your brand: it's time to get specific. How many more buyers do you need to attract to increase your market share and meet your sales target in the short and long term? Where are...

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