Understanding Brand Growth Through Research

This chapter explores insights from the Ehrenberg-Bass Institute, the world's largest marketing science research center, focusing on the integration of consumer psychology and marketing strategies. It examines key concepts such as Double Jeopardy and the Duplication of Purchase Law, which highlight the challenges small brands face in customer acquisition and retention. The discussion emphasizes the importance of empirical evidence in shaping effective marketing strategies and the significance of mental and physical availability for brand growth.