Identifying Growth Barriers

Ralph Krüger and Andreas Stumpf
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Ralph Krüger: AMC GmbH & Co.KG
Andreas Stumpf: AMC GmbH & Co.KG

Chapter Chapter 3 in Brand Growth Barriers, 2013, pp 33-50 from Springer

Abstract: Abstract The first step is to find out what you will need to focus on – in other words to identify the major challenges your brand is facing. This is done using the Brand Growth Barrier (BGB) model. The challenges can also be described as the conditions which are a barrier to the growth of a brand – hence the term “brand growth barriers”.

Keywords: Target Group; Purchase Intention; Growth Strategy; Loyalty Strategy; Good Competitor (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-37108-0_3

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DOI: 10.1007/978-3-642-37108-0_3

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