Understanding How Brands Grow

Understanding How Brands Grow

@msverma
@msverma
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1 month ago 147

Understanding How Brands Grow

@msverma1 month ago

See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/p…
1/21
How Brands Grow 
by Byron Sharp 
e-Book Edition 
Originally published in hardback by Oxford Univ…
2/21
“More than anything else, I’m just plain envious. It’s a book I wish I had the intelligence to writ…
3/21
www.ByronSharp.com
Contributors 
John Dawes 
Dr John Dawes is Associate Professor at the Ehrenbe…
4/21
Preface 
Marketing is a creative profession. So is architecture: architects design masterpieces li…
5/21
If you believe that most of these are true, you are operating under many false assumptions. This 
…
6/21
2. Brands, even though they are usually slightly differentiated, mainly compete as if they are near…
7/21
Table 5: Advertising 
Examples in this book 
The scientific laws presented in this book apply to …
8/21
Special thanks 
Thank you to the readers of the original version of this book for making it such a…
9/21
Chapter 1:
Evidence-based Marketing 
Byron Sharp 
Imagine you are the Insights Director of Colga…
10/21
Data source: Spaeth & Hess 1989. 
Figure 1.3: Colgate consumer base 
Data source: Spaeth & Hess 1…
11/21
How would you answer? 
Of course, you would call for more research. It's an Insight Director's pre…
12/21
 
Data source: Spaeth & Hess 1989. 
Here are the 'brand insights' the market research agency repo…
13/21
own experience, preferences, and creativity, but the insights and the strategy appear reasonable, a…
14/21
Marketing practice, for all its advances, has never been strong on R&D into marketing practices; 
…
15/21
Marketing professionals today are better educated than in the past, and they have access to much 
…
16/21
We could dismiss our texts as harmless introductions to marketing practice, but marketing texts 
a…
17/21
If you answer true to most of the questions above then you are operating under false assumptions. T…
18/21
wisdom, and scattered bits of data. This is very similar to the working practice of marketing 
man…
19/21
• creating advertising that isn't branded (other than a flash of the brand name) 
• investing coun…
20/21
Turner Broadcasting, Mars, Colgate, Kraft, Procter & Gamble, General Motors, CBS, ESPN, 
Mountainv…
21/21


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