Challenges In Creating Brand Equity For Products With Short PLC

Topics:
Product Life Cycles
Tags:
Brand,
Brand Equity,
Branding,
Challenge,
Enterprise Software,
Indian Institute Of Technology,
Marketing,
Software,
Vertical Industries
Source:
Indian Institute of Technology Madras

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Overview: In this paper, we provide 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 (Product Life Cycle). The solutions to these challenges are proposed. A feasibility analysis of the proposed solutions is conducted using system thinking approach.

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Format: PDF | Size: 283KB | Date: Apr 2007 | Pages: 9

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