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The double jeopardy pattern, with modest changes in loyalty across brands, shows that you can’t have significant growth by growing loyalty alone. Thus, brand growth strategies need to emphasize penetration over buy rate or loyalty. Double Jeopardy also implies that improving loyalty is a weak growth driver.
Double jeopardy is an empirical law in marketing where, with few exceptions, the lower-market-share brands in a market have both far fewer buyers in a time period and also lower brand loyalty.
Brands with a large market share have a huge benefit over smaller brands in stable markets. This results from the ‘double jeopardy’ effect that demonstrates how big brands that have more customers (who buy more often) have the double benefit effect and smaller brands have the double jeopardy effect.
Nov 1, 2017 · Empirical generalisations capturing the Law of Double Jeopardy have been extensively tested in this way for decades, and rightly so because they continue to provide a valuable managerial key to the multi-million dollar question of how brands grow.
The statistical explanation of Double Jeopardy is that it is a selection effect. Because brand share depends largely on mental and physical availability, rather than differentiated appeals of different brands.
May 1, 2004 · The term “double jeopardy” is used to express this twin disadvantage faced by the less popular brands. Marketing researchers have shown that the DJ effect extends to many product categories (e.g. toothpaste or coffee), media (e.g. radio and television), and distribution channels (e.g. individual stores).
Jul 5, 2018 · The double jeopardy clause, included in the Fifth Amendment of the Constitution, provides protection against being prosecuted again for the same offense after being acquitted, convicted, and/or punished for the same offense.
