search query: @author Gelb, B. / total: 5
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| Author: | Oakenfull, G. Gelb, B. |
| Title: | Research-based advertising to preserve brand equity but avoid "genericide" |
| Journal: | Journal of Advertising Research
1996 : SEP/OCT, VOL. 36:5, p. 65-72 |
| Index terms: | RESEARCH BRANDS COMPETITION PRODUCTS |
| Language: | eng |
| Abstract: | The quest for brand equity motivates marketing people to build a favourable brand image to differentiate their offerings from those of competitors. High brand equity may, however, lead to the death of the brand name if consumers employ the brand name as the product category label. This condition, labeled in trademark litigation as "genericide", can be avoided with astute advertising and research. The key is timing, using primary demand advertising early enough in the product life cycle to help establish the product category in consumers' minds before brand name and category are confused, but not so early that the advertiser fails to build brand equity. |
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