Genericide indicates a scenario where the brands lose their legitimate safeguards because of the fact that their initial name is becoming the generic term for a new class of products in the market that the brand first helped to develop. Despite infamous instances of brands falling prey for this curse, promotion specialists--unlike attorneys--usually donot consider the widespread use of a brand name represents any actual risk and instead view it as a sign of brand strength.
Herein, we take a new look only at that argument, using a case study of Google to re-investigate the concept of genericide. This article also offers managerial guidance on the best methods of preventing genericide and developing genericization. It finishes by hinting at the need for brand managers to accurately differentiate among distinct kinds of markets brands and reinforce the genericization of their brand or when deciding whether they should safeguard themselves from the prospect of genericide.
Re-Branding Brand Genericide Case Study Solution
PUBLICATION DATE: May 15, 2014 PRODUCT #: BH608-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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