Do brands compete or coexist? A response to the responses
ISSN: 0309-0566
Article publication date: 25 October 2018
Issue publication date: 8 February 2019
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.
Keywords
Citation
Koschmann, A. and Sheth, J. (2019), "Do brands compete or coexist? A response to the responses", European Journal of Marketing, Vol. 53 No. 1, pp. 31-36. https://doi.org/10.1108/EJM-07-2018-0493
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited