The Study of the Growth of Brands

摘要

The paper explains that there are observable,regular patterns of aggregate consumer behavior of buying competitive brands in markets to the extent that they can be taken as scientifically derived laws of market behavior.These laws have been found to apply to a myriad of markets in many countries.The paper sets out these laws,many of which are contrary to accepted wisdom,but they allow a sound basis for what can be expected for brand performance metrics given a brand's market share.Chief among the conclusions about achieving brand growth is that aiming to increase the loyalty of customers should not be the goal,extending the customer base is what the laws tell us and is what happens in practice.Many examples from well-known product categories are cited in the paper to illustrate the various laws and the courses of action drawn from them.