Are brand lovers really the holy grail?
Caroline Hayter Whitehill and Nitasha Kapoor
This article seeks to answer some big questions about repertoires: are people really aware of their brand repertoires, or is this simply a marketing construct that does not reflect reality? How are brand repertoires formed from childhood and how do they change over time? How do categories differ – are there low-engagement and high-engagement markets? What marketing levers can be used to make sure a brand stays in a repertoire and does not fall from grace?
Our research has taken us from the depths of...