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What Is Double Jeopardy? Why Should Brand Managers Be Concerned

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Essay

What is double jeopardy? Why should brand managers be concerned when they are faced with double jeopardy situations? Why is this particularly troublesome for smaller companies? How can a manager of a small brand avoid the problem of double jeopardy?


Definitions:

Price Elasticity

A measure of how much the quantity demanded of a good responds to a change in the price of that good, expressed as a percentage change.

Excise Tax

A tax levied on specific goods or commodities sold within a country, such as alcohol and cigarettes.

Price Elasticity

A parameter for gauging the response of demand to price variations of a product.

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