What we know about the theories of brand growth

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.

Well-established brand growth theories, in both B2C and B2B categories, identify broad reach, mental and physical availability, distinctiveness and salience as key drivers. Others put emphasis on the importance of more intangible brand qualities such as meaningful differentiation, ‘impact’ and inspiration. Some champion as key the targeting of the right consumers, whether those with the highest Lifetime Value (LTV) or those most susceptible to brand communications. There is some debate about whether the ‘rules’ of brand growth are changing in the digital age, with many start-ups emphasising customer experience and performance marketing. However, there is strong evidence for the need...

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