Content Type:

Glossary

Double Jeopardy Definition

The marketing problem in which smaller brands are bought both less frequently and by fewer people.

Double jeopardy is the marketing problem in which smaller brands or products have lower market share, as well as less customer loyalty. So, the double jeopardy effect happens when less popular brands have fewer customers, but those customers are also less committed to the brand. This concept is valuable to understand because it challenges the assumption that smaller brands only face low customer loyalty because they are less popular. Instead, customer loyalty doubles down on  the challenges faced by less popular brands. Finding solutions to this situation may be tricky, but the payoff could be a higher market share and greater customer loyalty.

Who relies on double jeopardy?

Marketing professionals, brand managers and researchers study double jeopardy to comprehend the relationship between market share and customer loyalty. What can result is the know-how to create strategies for building stronger brand presence and customer engagement.

Why should I care about double jeopardy?

Understanding double jeopardy and its relationship between marketing share and customer loyalty is key to making decisions that improve both situations simultaneously. For that to occur, marketing professionals and business must recognize patterns leading to the phenomenon and knowledge to make informed decisions about helpful marketing strategies.