Do brands compete or coexist? A response to the responses
Document Type
Article
Publication Date
2019
Department/School
Marketing
Publication Title
European Journal of Marketing
Abstract
Purpose: This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist? How persistence of brand loyalty segments the market”. Design/methodology/approach: This paper is a response to the comments of Aaker, Keller and Tellis. Findings: The paper finds the comments by Aaker, Keller and Tellis recognize the role of innovation for mature brands to maintain relevance and, by extension, loyalty. Research limitations/implications: Scholars are encouraged to question conventional wisdom (such as brands compete head-to-head) and build their case for important ideas with strong arguments. Originality/value: This paper suggests that only through innovation can mature brands hold on to loyal customers. Becoming the relevant brand in a given product space is challenging, but possible through evolutionary and revolutionary innovation of the brand architecture.
Link to Published Version
Recommended Citation
Koschmann, A., & Sheth, J. (2019). Do brands compete or coexist? A response to the responses. European Journal of Marketing, 53(1), 31–36. https://doi.org/10.1108/EJM-07-2018-0493