If Size Isn't Everything... What Else Matters?
Mark Kingsbury Research International
Introduction
Big brands nearly always do better than small brands yet this is a factor which is rarely taken into account within the analysis of a brand's status. This paper reviews the evidence that size is important. It then moves on to explain a methodology for establishing the size effect on a brand so that, once this has been accounted for, we can identify additional aspects of a brand's nature which will drive its future success.
The big brand effect impacts on the share and loyalty pattern for...