You're looking for an essay on "How Brands Grow Part 2" by Byron Sharp and others, and you'd like a free PDF version.
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The likelihood of your brand being thought of in a buying situation (cued retrieval). You build this by creating strong Category Entry Points (CEPs) —the specific "why, when, and where" triggers that make a customer think of you. The likelihood of your brand being thought of
To be easily recognized, brands must use consistent sensory cues—colors, logos, fonts, or characters—that act as mental "shortcuts" for consumers. 2. Physical Availability
Small brands in emerging markets suffer doubly—they have fewer buyers who buy them less often. This confirms that the fundamental structure of competition is the same globally.
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