“How Brands Grow...what marketers don't know” is based on decades of research that has progressively uncovered scientific laws about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketing applications.
It is a myth-busting book, in the tradition of classic scientific discoveries. So it’s different from most business books by being noticeably based on extensive data. The Nielsen Company and TNS, in particular, have provided access to vast amounts of data covering hundreds of product categories and a number of countries.
The laws presented in this book are therefore not the result of armchair theorising nor case studies.
“How Brands Grow” is written by Professor Byron Sharp, director of the Ehrenberg-Bass Institute for Marketing Science, at the University of South Australia. It is published by Oxford University Press.
Several chapters are co-authored by topic expert researchers from the Institute. The Institute’s R&D work is sponsored by many of the world’s leading marketing corporations, including Coca-Cola, Kraft, Turner Broadcasting, P&G, Unilever, CBS, ABC/Disney/ESPN, British Airways, BP and many others.