Building brand popularity: the myth of segmenting to brand success

The accepted approach in building brand loyalty is to segment and target a small set of consumers with the most loyalty to the brand. However, this view is erroneous because building broad brand popularity is the right approach in establishing a profitable loyal consumer group. This means that focusing on a particular consumer group only instead of concentrating on the general population is a mistake. A brand that is popular results in revenue leverage that is generated when more people purchase the brand more frequently. In combination with the cost efficiencies of large-scale production and mass marketing, revenue leverage resulting from brand popularity results in major profit leverage of many popular brands today.