A broader view on brands’ growth and decline

Marcello Formisano, Koen Pauwels, Lia Zarantonello*

*Corresponding author for this work

Research output: Contribution to JournalArticleAcademicpeer-review


What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on “how brands grow.” In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally. We maintain that a broader notion and role of branding—encompassing brand equity, brand portfolio, and circular relationship of attitudes and behaviors—should be adopted by marketeers to derive better managerial implications for sustainable brand growth. We, therefore, invite marketers to not oversimplify Dirichlet evidences by thinking of availability as the only (costly) response to all marketing challenges.

Original languageEnglish
Pages (from-to)127-138
Number of pages12
JournalInternational Journal of Market Research
Issue number2
Publication statusPublished - 1 Mar 2020


  • brand differentiation
  • brand equity
  • brand growth
  • brand innovation
  • brand portfolio
  • brand salience
  • consumer acquisition
  • consumer attitudes
  • consumer behavior
  • Dirichlet model


Dive into the research topics of 'A broader view on brands’ growth and decline'. Together they form a unique fingerprint.

Cite this