How Brands Grow: Part 2 Revised eBook
responses for soft drink brands are less stable for both metrics than responses for financial services, which suggests the larger the buyers’ brand repertoire, the less likely the same brand response will be re-retrieved at a later point in time. This pattern is in line with probabilistic retrieval where the retrieval of any one item is negatively
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Byron Sharp - How Brands Grow_ What Marketers Don’t Know (0) - libgen.lc
The document discusses evidence-based marketing principles, challenging common assumptions, and revealing laws governing brand growth, loyalty, penetration, and cross-selling metrics in various product categories and markets.
Linkmeans relying on the single category cue will under-represent the retrievability of all brands, but TOM is particularly restrictive for smaller brands.