: This is the likelihood of a brand coming to a buyer's mind in a purchase situation.
Many luxury marketers believe their buyers are distinctive—obsessed collectors. The data in Part 2 shows that luxury buyers are also polygamous. Most luxury buyers buy sporadically across multiple brands. Growth for luxury comes from lowering barriers to entry (light buyers), not milking heavy users. How Brands Grow Part 2 Pdf
Sharp and his co-authors identify four essential principles for building a strong brand: : This is the likelihood of a brand
Sharp then turns his attention to building physical availability. He argues that brands need to ensure that their products or services are easily accessible to consumers. This can be achieved through: How Brands Grow Part 2 Pdf
: This is the likelihood of a brand coming to a buyer's mind in a purchase situation.
Many luxury marketers believe their buyers are distinctive—obsessed collectors. The data in Part 2 shows that luxury buyers are also polygamous. Most luxury buyers buy sporadically across multiple brands. Growth for luxury comes from lowering barriers to entry (light buyers), not milking heavy users.
Sharp and his co-authors identify four essential principles for building a strong brand:
Sharp then turns his attention to building physical availability. He argues that brands need to ensure that their products or services are easily accessible to consumers. This can be achieved through: