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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/353

Title: Challenges in Creating Brand Equity for Products with Short PLC (Product Life Cycle)
Authors: Saxena, Prashant
Rammohan, Priya
Keywords: Brand Equity
Product Life Cycle
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: Since the 1920s, Fads have been in vogue and the trend just seems to accelerate as time goes on…thus the only way to tackle the increasing popularity of these short lived products is to build strong brand equity. Products with short life cycle are generally termed as fads that enter the market with a bang and fizzle out soon due to the lack of sustainability and long term utility of the product. The life cycle of the product is of a short duration and it’s difficult to develop brand equity for sort life cycle products. In this paper, we have provided a concise description of short life cycle products. The industries analyzed range from entertainment to health foods. The challenges faced by each industry in building Brand Equity are analyzed in depth. A study of common challenges across categories, gives a generic idea of the challenges faced by products with short PLC. The solutions to these challenges are proposed. A feasibility analysis of the proposed solutions is conducted using...
Description: PART IV – ADVERTISING & SOCIETY |Pages 331-339|
URI: http://hdl.handle.net/2259/353
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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