Glossary entry (derived from question below)
English term or phrase:
tail brand
French translation:
marque sur le déclin
Added to glossary by
Armelle Le Cornec
Jan 31, 2009 10:18
15 yrs ago
13 viewers *
English term
France
tail brand
English to French
Marketing
Marketing / Market Research
% of pharmacy channel sales target
(total business including tail brands)
allocated to pharmacy sales force.
Merci !
(total business including tail brands)
allocated to pharmacy sales force.
Merci !
Proposed translations
(French)
| 3 | marque de substitution |
Kévin Bacquet
|
| 4 | Marque moins porteuse (de croissance) |
Nathalie Coutelle
|
Proposed translations
19 mins
Kévin Bacquet
France
France
Native in French
Works in field
France
Votre allié qualité
Native in: French 
Works in: English to French, Russian to French, French to Russian, and 1 more.
Related KudoZ points
:
50
Selected
marque de substitution
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.
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Note added at 20 minutes (2009-01-31 10:39:24 GMT)
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marque à la traîne/en queue de peloton/sur le déclin
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.
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Note added at 20 minutes (2009-01-31 10:39:24 GMT)
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marque à la traîne/en queue de peloton/sur le déclin
3 KudoZ points awarded for this answer.
Comment: "J'ai choisi "marque sur le déclin". Le déclin correspond à la dernière phase du cycle de vie d'un produit ou d'une marque. Merci de votre aide."
3 days 50 mins
Nathalie Coutelle
United Kingdom
United Kingdom
Native in French
Specializes in field
United Kingdom
High quality on time!
Native in: French
Works in: English to French, Spanish to French
Related KudoZ points
:
4
Marque moins porteuse (de croissance)
"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.
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.
Discussion
http://en.wikipedia.org/wiki/Tail_(disambiguation)
Long tail
http://en.wikipedia.org/wiki/The_Long_Tail
Longue traîne
http://fr.wikipedia.org/wiki/Longue_traîne
What are tail brands in liquor?
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.
http://timesofindia.indiatimes.com/articleshow/msid-1908474,...
The secondary category comprises products that are less aggressively marketed, and finally come the tail-brands that are not marketed at all. He admitted that the company was looking for buyers for products that were not being marketed; however, no agency had been appointed to undertake the match making. He was unwilling to mention brands falling in this category.
http://sify.com/fullstory.php?id=13331890
Le principe de la Longue Traîne est le suivant : le marché des biens de consommation vit aujourd’hui principalement du succès d’un petit nombre de produits à forte popularité (la partie rouge du graphique ci-contre), mais il se tourne de plus en plus vers des marchés de niche (la partie jaune du graphique, ainsi baptisé la « Longue Traîne »), grâce à la facilité de distribution d’Internet. Chacun de ces marchés de niche ne serait pas rentable isolément, mais Internet peut bousculer la donne et, en éliminant certaines contraintes physiques et en agrégeant ces marchés, les rendre attractifs.
http://cosmeto.blogspot.com/2006/11/la-longue-traine-long-ta...
I have it in French!