tail brand
French translation: marque sur le déclin
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| 10:18 Jan 31, 2009 |
| English to French translations [PRO] Marketing - Marketing / Market Research | |||||||
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|  Selected response from: Kévin Bacquet France Local time: 23:02 | ||||||
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| Summary of answers provided | ||||
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| 4 | Marque moins porteuse (de croissance) |
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| 3 | marque de substitution |
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| Discussion entries: 4 | |
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Answers
19 mins confidence: 
marque de substitution Explanation: Un essai. Voici une référence intéressante : http://timesofindia.indiatimes.com/articleshow/1908474.cms In the life cycle of a product, its brand equity goes up, hits a plateau and then goes into a decline depending on the nature of the product and its environment. In Japan, for instance a brand's life cycle is typically thought to be 18 months. Before it starts going into a decline, companies often introduce a successor brand of the same product. This new brand is called the tail brand. Another school of thought believes that a tail brand is the laggard in a clutch of brands in the same product range. -------------------------------------------------- Note added at 20 minutes (2009-01-31 10:39:24 GMT) -------------------------------------------------- marque à la traîne/en queue de peloton/sur le déclin |
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3 days 50 mins confidence:
Marque moins porteuse (de croissance) Explanation: "Tail brand" tends to be more used in the second sense of the explanation found by Ken (i.e."a tail brand is the laggard in a clutch of brands in the same product range") See example of use : "As part of its 'path to growth' strategy, Unilever is selling off its less popular products to concentrate on big brands, such as Hellmann's mayonnaise and Dove soap. With limited attention and marketing spend, the 'tail brands' kept overall sales growth figures down. http://0-www.datamonitor.com.library.simmons.edu/print/?pid=... Les "tail brands" sont les marques qui réussissent moins (souvent en raison d'une campagne publicitaire moins intensive, voire inexistante). Elles sont par conséquent moins porteuses de croissance. |
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