How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands

An excellent addition to our knowledge of brands It restates aspects of the earlier How Brands Grow by Byron Sharp (2010, OUP) and extends the thinking in that text to word of mouth, online, new buyers and luxury brands. Companies get bigger by acquiring more customers. The problem for marketers is to advise on the process of customer acquisition and this is what the book does so well. The products of a company have to be available both physically and mentally for new customers to be gathered and Jenni Romaniuk does an excellent job in explaining the less familiar aspects of mental availability and linking them to promotion while others explain aspects of physical availability. Generally, the exposition is startlingly fresh and leaves behind some of the rather stale orthodoxies found in many marketing textbooks. Partly, the work can be original because it is not a textbook. It is designed for the open-minded practitioner who wants to understand marketing better. It does not support every claim made with evidence but there is a substantial amount of new data that the Institute has gathered. Despite (or because of) its practitioner focus, this book is a necessary addition to any MBA course and it will add interest to specialist courses in marketing. This is a book that will be used in those marketing departments that can embrace change and also by academics to develop their courses.

If you want to understand why penetration growth really matters, this is the book that you need (together with Part One)

Helps me sound like I know what I'm talking about, for that reason alone it's worth six stars at least...

I didn't feel I learned as much as after reading How Brands Grow: Part 1. It felt like more of the same, but it's still an excellent book.

Brilliant book, will make you think differently. A must read if you are serious about improving your bottom line.

kind of the same exact content of volume 1.

Great

Great Perspektive

Thanks to Byron Sharp and his team, marketing science has finally arrived! A bit expensive to buy from Brazil, but it is worth every penny! Strongly recommend it!

Both this and the first book in this series helped me realize a lot of the errors in the modern "digital marketing" business that are leading to both SMB and large enterprises to lose massive amounts of money chasing bad marketing ideas down bad roads. This is a quick and easy read and is worth 100s of most of the other marketing dreck out there.

Hier wird tatsächlich mit 'Viel Data' den vielen schicken 'Gesetzen' der Markenführung der empirische Spiegel vorgehalten. Hier wird echtes menschliches Verhalten nachgewiesen, statt den rosaroten Vorstellungen, wie Menschen und Marken angeblich zusammenspielen sollen. Das Tolle an diesem zweiten Band ist, dass die echten Mechanismen nun auch in Schwellenländern und digitalen Märkten gezeigt werden können! Wir sehen also, dass menschliches Verhalten weltweit stark von unserer entwicklungsgeschichtlichen Herkunft getrieben ist. Deshalb die gleichen Verhaltenstendenzen in Industrie- und Schwellenländern. Überall zeigt sich, dass die wichtigsten Faktoren für das Markenwachstum in der physikalischen und mentalen Verfügbarkeit der Marke liegen. Und dass sich die Marken in einer Kategorie ihre Käufer teilen! Soviel zu den Hoffnungen, dass man eigene treue Kunden entwickeln kann. Wenn man diese Grunderkenntnisse akzeptiert hat man zwar immer noch kein einfaches Rezept für die Markenführung - aber man kann sich auf die wirklich wirksamen Aufgaben konzentrieren und dafür geben die Autoren viele Hinweise. Wenn Sie nur ein Marketingbuch dieses Jahr lesen, dann bitte dieses. Es lohnt sich

Both of the "How Brands Grow" books are must reads for any modern marketer. They are filled with solid examples showing what works and how brands exist and interact with the consumer. Even better, the examples span the world comparing a wide range of established and emerging markets. Most important, the chapters reveal the flaws many of the enthusiastic theories of brand growth. Marketing is far too often caught up in a fad - like brand love or consumer engagement. And while marketers get promoted for telling their superiors they've embraced the fads, the companies they work for suffer damage. The reader should also be ready. My experience had already shown me common sense support for what the book reveals. But for others, perhaps more steeped in the fads, the book may be challenging and irritating. I have friends it so thoroughly surprised it took them time to embrace what is said. There is also care required in reading this book. It is all about brand - and heavily salted with examples from consumables (like soft drinks) and services (like banking). There are few hard product examples (a couple of automotive and technology), but not many. But getting into the details of these weaknesses too much would undermine the absolute about this book - that it's an ABSOLUTE MUST READ for any marketer.

Good read in general but not as good.as.vol 1. Has too many concepts / ideas given for granted with no proof. Has a significant amount of editorial poofs... erroneous references and grammatical errors.