in a market when buyers tend to subscribe to only one brand, a small brand’s chance of retrieval increases as the category buyer moves through the attribute set.

While all buyers undertake the same process and all brands must overcome these two hurdles to be linked to any attribute, it is more difficult for some.

The results across TOM and spontaneous awareness responses show that: •no brand reaches 100%, with even Coca-Cola only reaching 90% spontaneous Brand Awareness stability; that is, 90% of those who said Coca-Cola unprompted for the first interview repeated Coca-Cola as an unprompted response at the second interview three weeks later •TOM is less sta

small brands suffer twice, as they have fewer buyers who are slightly less loyal, when compared to bigger brands. Brand loyalty (how much/often customers buy) and penetration (how many category buyers buy) both follow a predictable pattern because they are determined by the brand’s market share.