, authored by Jenni Romaniuk and Byron Sharp of the Ehrenberg-Bass Institute for Marketing Science , serves as the empirical roadmap for modern brand building. While Part 1 revolutionized marketing by introducing the core scientific laws of consumer behavior, Part 2 delivers actionable frameworks across diverse business environments. It systematically expands these insights into complex categories such as emerging markets, digital commerce, business-to-business (B2B), services, and luxury brands.
You cannot fix a market share problem by trying to increase loyalty. If you want your brand to grow, you must focus almost entirely on acquiring light and non-buyers. The Duplication of Purchase Law
I can write a between Byron Sharp's theories and traditional marketing models (like Philip Kotler's frameworks). Share public link
If you cannot find a legitimate immediately, you can still apply its principles using summaries and the original book’s framework. How Brands Grow Part 2 Pdf
The majority of any brand's sales volume comes from a massive tail of . Heavy buyers are already buying as much as they can. Marketing must reach the entire category, especially those who rarely think of your brand. Building Mental Availability
To be bought, a brand must first be thought of. How Brands Grow: Part 2 dedicates significant focus to the concept of (brand salience). This is the probability that a buyer will notice, recognize, and think of your brand in a buying situation. Category Entry Points (CEPs)
This public link is valid for 7 days and shares a thread, including any personal information you added. This link or copies made by others cannot be deleted. If you share with third parties, their policies apply. Can’t copy the link right now. Try again later. , authored by Jenni Romaniuk and Byron Sharp
Physical Availability means making your product or service as easy to find and buy as possible for the maximum number of people. How Brands Grow Part 2 breaks this down into three critical dimensions:
| Feature | 2016 Edition | 2021 Revised Edition | |---------|--------------|----------------------| | | 11 | 12 | | B2B focus | Brief mentions only | Full chapter: “Getting Down to Business‑to‑Business Markets” | | Physical Availability | Single chapter | Split into Part 1 (Presence) and Part 2 (Prominence & Portfolio) | | Data | Primarily consumer goods | Extended to emerging markets, services, luxury, and B2B | | Updates | – | All chapters revised with new research and examples |
A brand grows by building strong mental links to as many different CEPs as possible. Distinctive Brand Assets (DBAs) You cannot fix a market share problem by
Consumer behavior in emerging markets mirrors established markets. Light buyers dominate every brand’s customer base.
DBAs are non-brand-name elements (colors, logos, taglines, fonts, shapes, celebrities, or characters) that trigger the brand in the consumer's mind. The Ehrenberg-Bass DBA Matrix
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: