BRAND HARVESTING
\bɹˈand hˈɑːvɪstɪŋ], \bɹˈand hˈɑːvɪstɪŋ], \b_ɹ_ˈa_n_d h_ˈɑː_v_ɪ_s_t_ɪ_ŋ]\
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Decreasing marketing expenditure on a brand to zero, or to a minimal level, when sales and profits begin to decline, relying on its purchase by loyal customers to sustain it; brand harvesting (which often precedes total elimination of the brand) is usually undertaken to free up cash with which to pursue new market opportunities.
By Henry Campbell Black
