What question did this study set out to answer?

To determine the key market drivers that cause brand market share to grow over an extended time period.

January 1, 2002Journal of International Crisis and Risk Communication ResearchOpen Access

Why Brands Grow

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To determine the key market drivers that cause brand market share to grow over an extended time period.
Tracked longitudinal performance across two time periods spaced five years apart.
Evaluated market share, market penetration, customer loyalty, and pricing data across 353 brands in 21 categories of fast-moving consumer goods.
Increased market penetration serves as the primary driver of market share growth, especially for dramatic brand expansion across all categories.
Customer loyalty strongly leverages and compounds the positive impact of market penetration on brand share.
Past brand success does not automatically sustain future expansion, demonstrating that market share growth must be continuously earned.

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Implication

Longitudinal study reveals that market penetration drives market share expansion across consumer goods brands, indicating customer loyalty strongly amplifies penetration gains.

Cite This Study

Baldinger et al. (2002) studied this question.

synapsesocial.com/papers/6a829f65fdcaa17bff6d037c https://doi.org/10.2501/jar-42-1-6-14

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Implication

Longitudinal study reveals that market penetration drives market share expansion across consumer goods brands, indicating customer loyalty strongly amplifies penetration gains.

Why Brands Grow

Key Points

Discussion

Implication

Cite This Study

Why Brands Grow

Key Points

Discussion

Implication

Cite This Study

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