A brand's black box: what makes successful brands better?

03.2011

Brands associated with everyday products lose on average almost 40% of their loyal, regular customers every year. This towering rate has increased even further during the last twelve months. 71% of all newly launched products are no longer on the market after a year. Almost 50% of the 100 most expensive campaigns in Germany undergo a revamp within two years of their first appearance. What is more, marketing bosses in Germany change jobs on average every two to two-and-a-half years.
What is behind this enormous and growing uncertainty within marketing? What do successful brands get right and unsuccessful brands get wrong? What factors determine whether a brand is successful? How do the successful and unsuccessful differ in terms of their communication concept? The current study by GfK, Serviceplan, and Markenverband (the German Brands Association) is looking at these questions.