~In general, it is much more important for a brand to focus on gaining the zealous support of its primary customers than it is to try to gain the business of a much broader audience. If the primary customers are “brand fans,” others will follow.
Everything else being equal, people are less sensitive to price changes for brands with large market shares than for competing brands with smaller market shares.
Generating trial is frequently the focus of smaller brands while large brands tend to focus on maintaining (and building) loyalty. Source: Baldinger, Allan L. and Joel Robinson, “Brand Loyalty: The Link Between Attitude and Behavior.” The NPD Group. The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education...
