Join us for our upcoming webinar
Wednesday 29.11.2017 at 13:00 CET (12:00 GMT)
Duration 60 minutes
In this webex we will answer three questions:
Is Once Enough?
Based on a new perspective to understand brand growth we distinguish between three different sources of growth: occasions from retained buyers, first occasions by new buyers, additional occasions by new buyers. We will explain the added insights such a perspective can deliver and how growing brands typically benefit from these sources – depending on context.
Is Premiumization Happening?
Brands can grow through different pathways: How to get more volume (via reach, frequency or awp) is much discussed, while growth through higher prices receives comparably less attention. We will show how common such a strategy is – and which marketing activities premiumizing brands implement.
How Do Brands Grow?
As always, we will show recent learnings and work-in-progress based on our global BG20 initiative. Among the topics presented you will find learnings on the fate of big brands and the prominence and success of brand portfolios.