The fastest-growing brands are more likely to increase their share of advertising by as much as 60%, while those brands that gained share every year during the four-year study posted average annual revenue growth rates above 10%, more than three times the average rate.
One of the top growing brands, Oreo, launched a series of spin-off products during the research period between 1997-2001, including Chocolate Creme Oreo, and seasonal offerings such as Baseball Oreo and Mini Oreos in bags and single-serve packs.
The brand innovation was whacked up by a healthy advertising spend by Oreo's parent Nabisco, which spent $34m (拢21.3m) on advertising in 2001, representing a third of the advertising spend from its sector that year.
Another example is Boca Soy Products, the meat-alternative frozen food manufacturer had an annual growth rate of 51%, almost four times that of frozen meats, and its revenues increased five-fold from $8m to $41m between 1997 and 2001.
Boca rolled out a number of products including vegetarian breakfast sausages and grilled vegetable burgers, and introduced meat-red coloured boxes to attract new audiences.
It grew its advertising by 133% a year between 1998 and 2001, with creative campaigns such as "You won't believe it's meatless", and "The taste will change you". In 2001, it jumped to second place in the frozen meat alternatives category.
The study, conducted over the last four years by consultants Bain & Company, is called Brand Growth: Beating the Odds. It looked at 524 brands in 100 consumer product categories.
The study found that a company or brand's success was unaffected by factors such as size or value.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .