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Marketers confront a significant challenge known as genericide, where a brand loses its trademark and becomes synonymous with its product category. This phenomenon occurs when pioneering brands, initially viewed as leaders, inadvertently transform into generic terms, leading to their decline. The book explores the complexities of this paradox and the "cobra effect," highlighting the risks that come with establishing a brand identity in a competitive market.
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Brand Genericide - The Ultimate Marketing Paradox, Sanjeev Arora
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- Année de publication
- 2020
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