The market-based assets theory of brand competition

Byron Sharp, John Dawes and Kirsten Victory

Journal of Retailing and Consumer Services, 2024, vol. 76, issue C

Abstract: Kotler popularised the Segmentation, Targeting, Positioning (STP) theory of brand competition. This theory still dominates marketing textbooks. In this article we show how the discovery of scientific laws concerning how brands compete, grow, and decline clash with the STP theory. The contradiction between these empirical regularities and STP theory has led to the recent emergence of a new market-based asset view of brand competition. We show how this theory fits the now well-established empirical laws, and we discuss some promising areas for future research.

Keywords: Brand competition; Market-based assets; Empirical generalisations; Segmentation; Targeting (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s096969892300317x

DOI: 10.1016/j.jretconser.2023.103566

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