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Brand growth

Brand growth is increasing a brand’s sales, market share and profits. There is much debate about the most effective and efficient approaches to growing brands. The Ehrenberg-Bass Institute's theories - which prioritise penetration over loyalty, salience over differentiation and physical availability and mass reach over targeting – have become influential. However, other schools of thought exist, particularly around the role of loyalty in growing a brand, and the need for meaningful differentiation.

Key Reading

Important papers from across the Warc database

Byron Sharp and Kate Newstead on why global brands, including HSBC, have moved away from loyalty marketing. The paper argues that, to grow, you need many more customers, most of whom will be light buyers of the brand.
Guidance on the most effective approaches to growing brands in terms of sales, market share and profits.
How marketing science challenges many of the received wisdoms of advertising, including the need for differentiation.
Andrew Ehrenberg's classic paper on what makes a brand leader: brand differentiation or brand salience.
The ground-breaking findings into buyer behavior and brand perceptions of the late Andrew Ehrenberg.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study explains how Swedish Tourist Association (STF), which manages hotels and hostels across Sweden, increased membership sales in Sweden by helping people be more proud of their country and connecting them with people from abroad via a mobile app.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.
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Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Article

This article looks at the use of stories in advertising and their value in building brands and driving sales.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.
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  1. Article

    This event report addresses how Procter & Gamble – the owner of brands like Always, Pantene and Tide – is seeking to maintain high standards of creativity across its widely diverse output.

  2. Article

    This article relates the findings of two new studies that show penetration to not be the dominant driver of brand growth, and that relationship equity creates the difference in market success.

  3. Article

    This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

  4. Article

    This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

  5. Article

    This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.

  6. Article

    In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages.
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