Research-based Advertising to Preserve Brand Equity but Avoid ‘Genericide’
研究了品牌资产过高可能导致品牌名成为产品类别名（即‘通用化’）的风险，提出通过研究和广告策略（如适时进行初级需求广告）来避免这一现象，同时维持品牌资产。
The quest for brand equity motivates marketers to build a favorable brand image to differentiate their offerings from those of competitors. However, high brand equity may lead to the death of the brand name if consumers employ the brand name as the product category label. This condition, labeled in trademark litigation as “genericide,” can be avoided with astute research and advertising, the former to detect a danger point and the latter to offer a category name to associate with the brand. The key is timing, using primary demand advertising early enough in the product life cycle to help establish the product category in consumers’ minds before brand name and category are confused, but not so early that the advertiser fails to build brand equity.