• It costs 7 times more to get a new consumer for the brand than it does to get a current consumer to make an incremental purchase. • In some sectors, an increase in the consumer base by just one percent is otherwise equivalent to a 10 percent cost reduction. • Depending on the category, a 5% increase in customer loyalty will lift the lifetime profits per customer by up to 95%....
Historically, the top three brands in a product category occupy market share in a ratio of 4:2:1. That is, the number one brand has twice the market share of number two, which has twice the market share of number three.
Tiffany launched the ‘Return to Tiffany’ collection in 1997.
“A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.” – Scott Talgo Sponsored By: Brand Aid
When considering brand extensions ask yourself these yes or no questions:
