Quick, pick the best indicator a brand will grow faster than its category: Brand size? Newness? Leadership within a category? Such is conventional wisdom, but a recent Bain study of 524 brands across 100 categories found none of the above. The study “winners”-defined as any brand that beat its category’s growth each year from 1997-2001-invested differentially in just two components of the marketing mix: product innovation and advertising.
Content: Article
Authors: John Blasberg, Vijay Vishwanath
Source: Bain & Company
Subjects: Best Practices, Marketing / Sales
Authors: John Blasberg, Vijay Vishwanath
Source: Bain & Company
Subjects: Best Practices, Marketing / Sales
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