Building brand popularity: the myth of segmenting to brand success

Citation metadata

Author: Ned Anschuetz
Date: January-February 1997
From: Journal of Advertising Research(Vol. 37, Issue 1)
Publisher: World Advertising Research Center Ltd.
Document Type: Article
Length: 1,497 words

Main content

Abstract :

The accepted approach in building brand loyalty is to segment and target a small set of consumers with the most loyalty to the brand. However, this view is erroneous because building broad brand popularity is the right approach in establishing a profitable loyal consumer group. This means that focusing on a particular consumer group only instead of concentrating on the general population is a mistake. A brand that is popular results in revenue leverage that is generated when more people purchase the brand more frequently. In combination with the cost efficiencies of large-scale production and mass marketing, revenue leverage resulting from brand popularity results in major profit leverage of many popular brands today.

Source Citation

Source Citation
Anschuetz, Ned. "Building brand popularity: the myth of segmenting to brand success." Journal of Advertising Research, vol. 37, no. 1, Jan.-Feb. 1997, p. 63+. Accessed 20 Oct. 2020.
  

Gale Document Number: GALE|A19498939