The Sociology of Business

The Sociology of Business

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The Sociology of Business
The Sociology of Business
Brand Modeling

Brand Modeling

Business models define revenue generation; brand models define growth trajectory

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Ana Andjelic
Apr 05, 2021
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The Sociology of Business
The Sociology of Business
Brand Modeling
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Welcome to the Sociology of Business. If you are not subscribed, join the community by subscribing below and share it with everyone you think may find it useful. Here is also the 30% off promo code ADC21 on my book The Business of Aspiration, applicable on the publisher’s website. You can find me on Instagram and Twitter, too. For those new here, I wrote last about how to turn innovation into a brand strength. 

Brand modeling is charting a brand’s growth territory. Once a brand establishes its presence in the market, the challenge becomes to capture a larger market share (and to defend its current market share). In mature markets, like CPG or fashion or consumer tech, brands grow by expanding in other product categories. This expansion increases a brand’s hold on the market and fend off new market entrants by

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