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Brand Genericide - The Ultimate Marketing Paradox
How genericide makes brand equity a mirage
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Gewicht:
310 g
Format:
220x150x12 mm
Beschreibung:
Arora, SanjeevDr Sanjeev Arora has a PhD in management, with almost 3 decades of teaching, training, industry & research experience across diversified companies and institutions. He is based in Mumbai, India & continues to pursue his passion as an educator and a knowledge seeker.
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".