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The Digital Institutional Repository of IIM Bangalore
This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/123456789/524| Title: | Brand failure: concepts and causes | Authors: | Kumar, S Ramesh Murthy, Y L R |
Keywords: | Brand study;Market study | Issue Date: | 1996 | Publisher: | Indian Institute of Management Bangalore | Series/Report no.: | IIMB Working Paper-81 | Abstract: | Considering the proliferation of brands in the Indian context and the failure rates brands have, it will be of interest to see why brands fail. Since brand failure is a widely prevalent phenomenon the reasons for the sane night be very many, Explanations available in research show two broad areas of thrust in accounting for brand failure. The first set of explanations have an organizational/strategic focus. The second have product/brand focus | URI: | http://repository.iimb.ac.in/handle/123456789/524 |
| Appears in Collections: | 1996 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| wp.iimb.81.pdf | 956.06 kB | Adobe PDF | View/Open |
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