Who buys new brands? | Ehrenberg-Bass Institute for Marketing Science

Who buys new brands?

NEW YORK: New brands should be aware that their earliest customers will be "heavy" category consumers, but also that these shoppers are unlikely to become loyalists over the longer term, according to research from the Ehrenberg-Bass Institute.

News 10 years ago Unknown author

Jenni Romaniuk – a Research Professor at the Ehrenberg-Bass Institute for Marketing Science and Executive Editor (International) of the Journal of Advertising Research – distilled the task facing fledgling brands.

"Where might the buyers of a new brand come from?" she asked. (For more, including further tips, read Warc's exclusive report: How to launch a brand successfully: insights from the Ehrenberg-Bass Institute.)

Read the full article at The WARC.