# The double jeopardy pattern in brands

An empirical pattern in which smaller brands tend to have fewer buyers and lower loyalty measures at the same time.

 Theory · Marketing


## Core concepts
  Penetration: the reach of buyers within a period
 Loyalty: behavioral measures such as repeat purchase
 Benchmarking: interpret measures in relation to brand size
 

## Application
 Compare market size and buyer numbers before judging a brand only by its repeat purchase rate.


## Limitations and jurisdiction
 Examine the market, observation period and purchase cycle. The pattern does not imply that individual retention activities are pointless.


## Editorial perspectives
  New reach: build a broader buyer base.
 Existing relationships: measure the incremental effect and cost of retention separately.
 

## Sources
 Ehrenberg-Bass Institute · Institute research explanation
[The Double Jeopardy Law in B2B shows the way to grow](https://marketingscience.info/news-and-insights/the-double-jeopardy-law-in-b2b-shows-the-way-to-grow) Context: International reference; verify the application environment
 Source checked: 2026-10-07
 Independent editorial summary and source link; the original text is not republished.


## Related personas
  [Performance marketer](https://personawiki.app/en/personas/performance-marketer)

## Translation status
 Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.
 Translation prepared: 2026-10-08 · Source fingerprint: kb-5c306abeff5ea1a0
[Korean source](https://personawiki.app/knowledge/double-jeopardy)

## API
[JSON document](https://personawiki.app/api/v1/knowledge/double-jeopardy?lang=en)