How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands
by Byron Sharp, Jenni Romaniuk
How Brands Grow: Part 2 by Byron Sharp and Jenni Romaniuk applies proven marketing science to emerging markets, services, durables, new brands, and luxury sectors. Drawing from extensive data, it reveals how to foster growth through broad reach and mental availability, challenging conventional wisdom and equipping marketers with actionable strategies for diverse contexts.
About This Book
How Brands Grow: Part 2 extends the empirical research from the original book, focusing on how brands can achieve growth in specialized sectors. It examines the unique challenges and opportunities in emerging markets, where consumer behaviors differ significantly from established economies.
The book delves into services and durables, offering strategies for building brand loyalty and penetration in these categories. It emphasizes the importance of broad awareness and availability to drive long-term success.
For new and luxury brands, the authors provide insights into differentiation and consumer acquisition without relying on niche targeting. The content is grounded in scientific marketing principles, making it a valuable resource for practitioners worldwide.
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