HBG: How Brands Grow

Brand Growth = MP×(PA+MA+DBA)

MP

Market Penetration

The number of unique customers buying the brand. Increasing market penetration is the primary driver of growth.

PA

Physical Availability

Ensuring the product is widely available in as many locations and through as many channels as possible. This includes both online and offline presence, making it easy for consumers to find and buy the product.

MA

Mental Availability

Building strong memory structures so the brand is easily recalled in buying situations. This involves consistent advertising, creating and maintaining distinctive brand assets, and ensuring the brand is top of mind for consumers.

DBA

Distinctive Brand Assets

Unique, recognizable elements associated with the brand, such as logos, colors, packaging, slogans, and jingles. These assets help to make the brand easily identifiable and memorable.

Key Takeaways

"Advertising works best when it targets light buyers and non-buyers, not just heavy buyers."
“While high physical availability is an essential requirement for high market share it does not guarantee market share.”
"Building mental availability is about making the brand easy to notice and easy to remember."
"Distinctive assets are crucial because they help buyers quickly identify and choose the brand."

Byron Sharp

How Brands Grow

Greetings from Altipex.com

Being a passionate believer in Simon Sinek’s “Golden Circle” concept, which consists of three concentric circles labeled “Why,” “How,” and “What.” Everything we do, we start with “Why”.

With over 15 years of experience, we specialize in:

Strategy: where-to-play, how-to-win.
Branding: making a difference.
Marketing: connecting with purpose.

If you require consultancy services, please feel free to contact us.