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- Title
LES FACTEURS-CLÉS DE SUCCÈS D'UNE SUBSTITUTION DE MARQUES DU POINT DE VUE DES CONSOMMATEURS.
- Authors
COLLANGE, VÉRONIQUE
- Abstract
The strategy consisting in replacing a brand by another on a product or a line of products has become a current practice during the last fifteen years. However, such an operation is extremely dangerous for the company. Indeed, the risk of durable sales and market share decrease is very high in the event of failure. In order to help the marketing managers to better evaluate the risks and the opportunities of a project of brand name substitution, this article presents the results of a study involving four hundred consumers. This study helps to identify the key success factors of a brand name substitution from the point of view of the consumers.
- Subjects
BUSINESS success; ORGANIZATIONAL name changes; BRAND name products; CONSUMERS; SALES; MARKET share
- Publication
Décisions Marketing, 2009, Issue 55, p19
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.055.19.28