Kill a brand, keep a customer

• Main Author: KUMAR, Nirmalya
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2003
• Subjects: Product management; Business enterprises; Business planning; Corporate profits; Brand name products; New product development; Commercial products; Marketing; Executives; Commodity Contracts Brokerage; Commodity Contracts Dealing; Marketing Consulting Services; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5185; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6184/viewcontent/KillBrandKeepCustomer_2003_HBR_afv.pdf
• Institution: Singapore Management University

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 believ...