brand harvesting

brand harvesting definition - business

brand harvesting

Reducing marketing expenditures on a brand in order to maximize cash flow and profits realized from purchases by loyal customers. Brand harvesting is generally applied to mature brands with declining popularity. The expectation is the brand will eventually be discontinued.

The American Heritage® Dictionary of Business Terms Copyright © 2009 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.

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