Final answer:
Tagalong brands and trial brands have below-average rates of brand leadership persistence.
Step-by-step explanation:
According to a study by Douglas Holt, John Quelch, and Earl L. Taylor in the Harvard Business Review, two types of brands that have below-average rates of brand leadership persistence are tagalong brands and trial brands. Tagalong brands are those that hop on to a trend or popular brand without any distinctive offering, while trial brands are those that are launched as experiments, with low expectations for long-term success. These brands often struggle to maintain their position in the market due to their lack of unique value propositions and limited customer loyalty.
For example, tagalong brands might be companies that produce generic versions of popular products without adding any new features or benefits. These brands are easily replaceable by other competitors offering similar products, resulting in below-average brand leadership persistence.
On the other hand, trial brands are launched as experiments to test new markets or customer segments. These brands often lack the necessary resources and strategic focus to establish themselves as leaders in their respective industries, leading to below-average rates of brand leadership persistence.