Market Share

The percentage of scarce total sales in a market captured by a specific brand.

"In the real world, two brands of about equal market share have around equaL market penetration, and so they must also get bought by their buyers at a similar rate." — How Brand Grow by Byron Sharp

"All brands have many lighter buyers. While these people are only occasional buyers of a brand, there are so many of them that they significantly contribute to sales volume... To maintain sales a brand needs to reach out to these masses of buyers... for two reasons: 1. There are so many of them; 2. They buy so infrequently and could easily forget about you" — How Brands Grow by Byron Sharp

"Share of search can predict market share, sometimes up to a year ahead" — Binet via WARC

Share of search represents 83% of a brand’s market share, think tank finds