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Journal of Brand Management

, Volume 7, Issue 5, pp 330–340 | Cite as

Introducing short-term brands: A new branding tool for a new consumer reality

  • Dan Herman
Practice Paper

Abstract

Consumers exhibit recently an unprecedented willingness to try new brands and a preference for brand-variety over brand-loyalty (even loyalty to a consistent repertoire of brands), resulting in damage to brand survivability. To cope, marketers now need an additional tool to the familiar Long-Term Brand (LTB): the professional creation and management of profitable Short-Term Brands (STB).

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2000

Authors and Affiliations

  1. 1.Tel-AvivIsrael

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