Byron Sharp How Brands Grow Pdf File

Lonely planet southeast asia epub download forum east of eden john steinbeck epub download books 700d for dummies pdf download delta force black hawk down single. Convection heat transfer adrian bejan pdf. Journal of Marketing Management, 2013. 13–14, 1644–1652. Book Reviews. How brands grow: What marketers don't know, by Byron Sharp, OUP.

The book challenges conventional ‘wisdom’, replacing it with empirical facts. Its key conclusions are: • Growth primarily comes from gaining new users (penetration) rather than driving increased loyalty. Most of a brand’s users will be light users.

• Brands need to build physical availability (distribution) and mental availability (saliency). • Even though brands differentiate themselves, in reality consumers still react (and buy) within a repertoire (as if there were no differences). Indeed, distinctivity is more important than differentiation – as it helps drive saliency. • Advertising works by refreshing (and occasionally building) past memory structures. The book rejects the concepts of brand loyalty, differentiation, segmentation, Lovemarks, and targeted (i.e low reach) media. The key principles and laws that help reshape marketing Double Jeopardy Law – Brands with higher market share have more buyers than brands with lower market share. They also have buyers who are slightly more loyal.

Retention Double Jeopardy Law – All brands lose customers in rough proportion to their brand size (i.e. Brands with higher market share lose more buyers than brands with lower market share). That said even though the percentage of its total brand universe is smaller, the sheer size of the brand mean the actual number of lost customers for a larger brand is bigger. Pareto Law (60/20) – c60% of a brand’s sales come from just 20% of their buyer base. Buyer Moderation Law – Buying tends to regress back toward the mean – i.e. High volume purchasers in one cycle tend to buy less in the next cycle, and low volume purchasers tend to buy more in the next cycle. Likewise some non-buyers become buyers (and some buyers become non-buyers).

Natural Monopoly Law – Brands with higher market share have a greater proportion of light users than brands with lower market share. Brand user bases seldom vary – Competitor brands sell to the same customer profiles inspite the efforts to segment and differentiate (i.e. There is less brand differentiation and segmentation of user bases than we think). Attitudes and brand beliefs reflect behavioural loyalty – Consumers like and know more about the brands they buy more regularly (and know very little about brands they do not buy).

Because larger brands have more regular users, they always score higher in brand attitude surveys than other brands. Usage drives attitude (or ‘I love my mum and you love yours’) – The attitudes and perceptions for a brand amongst its users are very similar, irrespective what brand it is – because we all like the brands we choose to use. Law of Prototypicality – Image attributes of a brand that are more closely tied to the category always score higher than attributes less associated with the category. Duplication of Purchase Law – A brand shares most of its customers with the largest brand and the least number of its customers with the smaller brands – e.g. If 30% of a brand’s buyers also bought brand A in a period, then 30% of every rival brand’s customers also bought brand A. NBD-Dirichlet Model – A mathematical model that explains many of the above principles of how often buyers purchase from a category and which brands they buy.

Evidence based marketing In reviewing nine leading marketing text books, they found it full of unproven ‘advice’. All the texts reinforce and support each other in suggesting a set ‘way’ of doing marketing. Many things we have been led to believe are important have now been shown to be less important.