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| Topic: |
Business
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| Number of pages / Number of words: |
14 / 3912 |
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Howard defines a “Product category†as a group of brands that consumers view as close substitutes for each other. As Howard views product category it leads him to dismiss the utility of the PLC for brands, even though there are those who argue that the classical Bell-shaped curve applies best to brands (Dhalla & Yospeh , 1976)...
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In this Howard is supported by Lambkin & Day , 1989, who argues convincingly that the life cycles of the brands and product forms ( for example , sports cars) simply reflect the competitive developments within life cycles rather than any overall life cycle patterns.
According to Howard, the movement from EPS to RPS is a movement toward a state of “Total Understanding†of a brand...
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