Ehrenberg–Bass Theory
Ehrenberg–Bass Theory argues that brand growth is driven largely by increasing penetration through stronger mental and physical availability rather than by relying mainly on deep loyalty among a narrow audience
Byron Sharp's Mental Availability
Mental availability refers to the likelihood that a brand comes to mind or is recognized in buying situations, shaping whether it enters the buyer's consideration set
Double Jeopardy Law
The Double Jeopardy Law in marketing describes how smaller brands typically suffer both from having fewer buyers and from being bought slightly less often by those buyers