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Full-Text Articles in Business
Kill A Brand, Keep A Customer, Nirmalya Kumar
Kill A Brand, Keep A Customer, Nirmalya Kumar
Research Collection Lee Kong Chian School Of Business
Kill a Brand, Keep a CustomerMost brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore loss-making brands, unaware of the hidden costs they incur.That's because executives believe it's easy to erase a brand; they have only to stop investing in it, they assume, and it will die a natural death. But they're wrong. When companies drop brands clumsily, they antagonize loyal customers: Research shows that seven times out of eight, when firms merge two brands, the market share of the …
An Analysis Of Nescafé In The United States And India, Apurva Ashok Patel
An Analysis Of Nescafé In The United States And India, Apurva Ashok Patel
Theses Digitization Project
This project focuses on Nescafe's advertising in two main markets, namely the United States and India, and it analyzes the similarities and differences of global brands across different markets.