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Account ownership chart Source: The Long Group

Consider the choices that are made every day. Regardless of the purchase, brands have a way of entering an individual’s life. Successful brands convey meaning and when a brand becomes part of a routine, a preference is born and loyalty is established. Incumbency matters. Incumbency accrues advantages.

The initial purchase only establishes a connection to a brand. Repeat purchase establishes a connection with a brand, and a connection with a brand offers the momentum to establish preference, and with it, loyalty. As a result, this innocuous notion regarding incumbency is a quantifiable exercise.

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