Study: Leading brands aren't always enduring

Freeman, Laurie
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p46
Trade Publication
This article discusses a study conducted by Peter Golder, professor at the New York University (NYU) Stern School of Business, which focused on the capability of brands to maintain their leadership status over a period of time. Brand leadership brings many benefits, but a study of more than 650 products in 100 categories shows that without consistent marketing support, longevity is not one of them. Golder compared the leading brands of a 1923 study with the leaders in 1997 in all categories to establish the actual percentage of former leaders that have maintained leadership and to determine the stability of the market shares of leading brands over time.


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