In general, we see greater market-share
volatility in domains where customers
depend mainly on 0. (Witness the swift
declines of Nokia and BlackBerry.) Conversely, brand equity and loyalty can protect established players in 0-independent
domains; brands such as Clorox and Bud
Light, influenced primarily by P and M, enjoy relative stability. 0 is also not of great concern to the likes of Grey Goose vodka
and Hermes—brands for which prestige
and emotional ties play an important role
and quality is a given.