Brand Genericide - The Ultimate Marketing Paradox
How genericide makes brand equity a mirage
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ISBN-13:
9786203195545
Veröffentl:
2020
Einband:
Paperback
Erscheinungsdatum:
09.12.2020
Seiten:
196
Autor:
Sanjeev Arora
Gewicht:
310 g
Format:
220x150x12 mm
Sprache:
Englisch
Beschreibung:
One of the greatest challenges faced by marketers comes from an unexpected source - genericide. Genericide is the combination of two words - generic and suicide. It happens when a brand loses its patent or trademark on becoming generic with the category. This paradox stems from the fact that brands pioneering the category and becoming the prototype in the segment usually end up as victims of this insidous "cobra effect".
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