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Challenges in Creating Brand Equity for Products with Short PLC (Product Life Cycle)

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dc.contributor.author Saxena, Prashant
dc.contributor.author Rammohan, Priya
dc.date.accessioned 2015-04-28T10:59:19Z
dc.date.available 2015-04-28T10:59:19Z
dc.date.issued 2007-04-10
dc.identifier.uri http://hdl.handle.net/2259/592
dc.description PART IV – ADVERTISING & SOCIETY |Pages 331-339| en_US
dc.description.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... en_US
dc.language.iso en en_US
dc.publisher Indian Institute of Management Kozhikode en_US
dc.subject Brand Equity en_US
dc.subject Product Life Cycle en_US
dc.title Challenges in Creating Brand Equity for Products with Short PLC (Product Life Cycle) en_US
dc.type Other en_US


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