What is Brand Penetration?
Brand penetration definition: brand penetration refers to the number of people who buy a brand’s products, divided by the total number of available people in the niche market.
For example, If we were calculating the brand penetration of two brands in a marketplace with a population of one million people:
- Brand A: 340,000 / 1,000,000 = 34
- Brand B: 210,000 / 1,000,000 = 21
This calculation aims to demonstrate the number of people in a particular:
- Geographical location
Who choose to adopt a specific brand.
It is important to remember brand penetration is based on the number of people and not the number of dollars spent.
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