One Category, Many Brands:
A Strategic Play
A company’s marketing strategy has a direct impact on sales and market share. While there are several components of a successful marketing strategy, brand strategy – when developed and executed well – can have an instrumental effect at improving a company’s market share, in part by taking share from competing brands. In markets experiencing low or flat growth, taking share from competitors is the only way to achieve share growth that exceeds the overall growth of a market. And, in highly competitive categories, a multi-brand strategy can be particularly effective at growing share, reinforcing customer loyalty, and boxing out competitors.