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Do brands compete or coexist? A response to the responses

Anthony Koschmann (Eastern Michigan University College of Business, Ypsilanti, Michigan, USA)
Jagdish Sheth (Emory University Goizueta Business School, Atlanta, Georgia, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 25 October 2018

Issue publication date: 8 February 2019




This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist? How persistence of brand loyalty segments the market”.


This paper is a response to the comments of Aaker, Keller and Tellis.


The paper finds the comments by Aaker, Keller and Tellis recognize the role of innovation for mature brands to maintain relevance and, by extension, loyalty.

Research limitations/implications

Scholars are encouraged to question conventional wisdom (such as brands compete head-to-head) and build their case for important ideas with strong arguments.


This paper suggests that only through innovation can mature brands hold on to loyal customers. Becoming the relevant brand in a given product space is challenging, but possible through evolutionary and revolutionary innovation of the brand architecture.



Koschmann, A. and Sheth, J. (2019), "Do brands compete or coexist? A response to the responses", European Journal of Marketing, Vol. 53 No. 1, pp. 31-36.



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Copyright © 2018, Emerald Publishing Limited

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