THE MARKET-BASED ASSETS THEORY OF BRAND COMPETITION

Summary from the TLDR Marketing newsletter

This report outlines the dominant 'Segmentation, Targeting, Positioning' (STP) theory of brand competitiveness. It shows how STP theory does not predict or fit with the empirical laws that describe how brands compete, grow, and decline. The report presents evidence that covers many countries and a number of product/service categories which supports a market-based asset theory of brand competitiveness. This theory and evidence provides an explanation of why some brands are bigger than others.