In markets where several brands invest heavily in marketing, a minimum level of spending may be required simply to maintain the brand’s position. If the objective is to grow the brand, the level of spending may need to be disproportionately high compared to the brand’s size. This grid shows how spending levels typically relate to a brand’s chances of growth.

Listen to this audio clip to hear more about the topic and the implications for budget setting.

What to learn more? Try asking Virtual Dan White.