Loyalty is the key driver of brand growth

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.

Loyalty is the key driver of brand growth

Oliver HuppGfK

The findings from two new studies show that penetration is not the predominant driver of brand growth and that relationship equity explains the difference in market success. This comes from building a higher number of positive emotional relationships with consumers through more memorable brand experiences.

Professor Byron Sharp is one of the marketing masters of our age. His best-selling books, How Brands Grow: What Marketers Don't Know and the follow-up, co-authored with Jenni Romaniuk, How Brands Grow: Part 2, have become indispensable resources for strategic...

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