Why is Brand Concepts falling/rising?

As of 26-Jun, Brand Concepts Ltd is experiencing a price increase, currently at Rs 360.25, which reflects a rise of Rs 12.3 or 3.53%. The stock has shown a positive trend, outperforming its sector by 3.32% today and has gained 5.65% over the last three days. Despite this recent uptick, the stock has a significant year-to-date decline of 25.06% and a one-year drop of 46.72%. The company has reported high management efficiency with a return on capital employed (ROCE) of 19.95%, and its net sales and operating profit have shown healthy long-term growth rates of 46.82% and 52.49%, respectively. However, the company has faced negative results for the last four consecutive quarters, with a decline in profits and a low ROCE of 9.55%, contributing to its expensive valuation.
In the broader market context, Brand Concepts Ltd's short-term performance has been stronger than the benchmark, with a one-week return of 3.34% compared to the Sensex's 2.94%. However, the stock has underperformed significantly over the past year, with a return of -46.72% against the BSE 500's positive return of 4.11%. This stark contrast indicates that while the stock may be experiencing a temporary rise, it has struggled to maintain competitiveness in the long term, leading to a cautious outlook among investors.