Over-marketing and brand suicide

Indrajit Sinha and Thomas Foscht
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Indrajit Sinha: Fox School of Business & Management of Temple University
Thomas Foscht: University of Graz

Chapter 2 in Reverse Psychology Marketing, 2007, pp 23-50 from Palgrave Macmillan

Abstract: Abstract Switch on your computer’ s broadband Internet connection and you are instantaneously bombarded with a blizzard of pop-up ads, all trying to sell you some-thing. Marketers now call you at home, load your message inbox with annoying junk mail, and then not so discreetly “place” their products within movies and television shows. The rationale they offer is that they are new ways of selling. Yet, are these intrusive and unsubtle techniques at all effective? In our view, any short-term gains that these ploys achieve by luring a few incidental buyers are overwhelmingly defeated by the longer-term damage to the brands, which is far more pernicious. In fact, these are the ways push marketers are engaging in a collective hara-kiri through cheapening their brand value. To understand how and why this is taking place, let us take a short detour into the intriguing world of branding and brands.

Keywords: Brand Equity; Store Brand; Price Promotion; Donald Trump; Bottle Water Brand (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62506-8_2

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DOI: 10.1057/9780230625068_2

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