Question

Topic: Branding

Brand Equity Of Short Life-cycle Products

Posted by Anonymous on 10/11/2006 at 1:10 PM ET 100 Points
What are the challenges in creating Brand Equity for the products of short life-cycle?
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  • Posted by Levon on 10/11/2006 at 8:12 PM Accepted
    I always took the long view on brand equity -- it doesn't happen over night -- in-fact I can't think of any short-run product that had any real brand equity in it because if it did there would be a need for that product to exist today and the equity created would sustain growth for the product well in to the future.

    Now an event is another matter.
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