Chapter 4 of “How Brands Grow” by Byron Sharp discusses the importance of mental and physical availability for brands. Mental availability refers to how easily a brand comes to mind when a consumer is considering a purchase. Physical availability refers to how easily a consumer can access a brand’s products. Sharp argues that brands should focus on increasing both mental and physical availability to grow their customer base. This can be achieved through advertising, distribution, and pricing strategies.

Chapter 5 of the book focuses on the concept of brand loyalty. Sharp argues that true brand loyalty is rare and that most consumers are willing to switch brands if a better option is available. He suggests that brands should focus on creating a positive brand image and providing a consistent customer experience to encourage repeat purchases. Sharp also emphasizes the importance of reaching new customers, as even loyal customers will eventually leave a brand due to life changes or external factors. Therefore, brands should focus on expanding their customer base through advertising and other marketing efforts.