Brand Genericide - The Ultimate Marketing Paradox

How genericide makes brand equity a mirage

Autori

• Sanjeev Arora

Parametri

• 196 pagine
• 7 ore di lettura

• Business & Management

Maggiori informazioni sul libro

Marketers confront a significant challenge known as genericide, where a brand loses its trademark and becomes synonymous with its product category. This phenomenon occurs when pioneering brands, initially viewed as leaders, inadvertently transform into generic terms, leading to their decline. The book explores the complexities of this paradox and the "cobra effect," highlighting the risks that come with establishing a brand identity in a competitive market.

Lingua: Inglese

Pubblicato: 2020

(In brossura)