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THÔNG TIN TÀI LIỆU
Cấu trúc
@Team LiB
Contents
CHAPTER 1
Introduction
Why brands fail
Brand myths
Why focus on failure?
CHAPTER 2
Classic failures
1 New Coke
2 The Ford Edsel
3 Sony Betamax
4 McDonald’s Arch
Deluxe
CHAPTER 3
Idea failures
5 Kellogg’s Cereal Mates
6 Sony’s Godzilla
7 Persil Power
8 Pepsi
9 Earring Magic Ken
10 The Hot Wheels
computer
11 Corfam
12 RJ Reynolds’
smokeless cigarettes
13 Oranjolt
14 La Femme
15 Radion
16 Clairol’s ‘Touch of
Yoghurt’ shampoo
17 Pepsi AM
18 Maxwell House
ready-to-drink coffee
19 Campbell’s Souper
Combo
20 Thirsty Cat! and
Thirsty Dog!
CHAPTER 4
Extension failures
21 Harley Davidson
perfume
22 Gerber Singles
24 Heinz All Natural
Cleaning Vinegar
25 Miller
26 Virgin Cola
27 Bic underwear
28 Xerox Data Systems
29 Chiquita
30 Country Time Cider
31 Ben-Gay Aspirin
32 Capital Radio
restaurants
33 Smith and Wesson
mountain bikes
34 Cosmopolitan
yoghurt
35 Lynx barbershop
36 Colgate Kitchen
Entrees
37 LifeSavers Soda
38 Pond’s toothpaste
39 Frito-Lay Lemonade
CHAPTER 5
PR failures
40 Exxon
41 McDonald’s – the
McLibel trial
42 Perrier’s benzene
contamination
43 Pan Am
44 Snow Brand milk
products
45 Rely tampons
46 Gerber’s PR blunder
47 RJ Reynolds’ Joe
Camel campaign
48 Firestone tyres
49 Farley’s infant milk
CHAPTER 6
Culture failures
50 Kellogg’s in India
51 Hallmark in France
52 Pepsi in Taiwan
53 Schweppes Tonic
Water in Italy
54 Chevy Nova and
others
55 Electrolux in the
United States
56 Gerber in Africa
57 Coors in Spain
58 Frank Perdue’s
chicken in Spain
59 Clairol’s Mist Stick in
Germany
60 Parker Pens in
Mexico
61 American Airlines in
Mexico
62 Vicks in Germany
63 Kentucky Fried
Chicken in Hong
Kong
64 CBS Fender
65 Quaker Oats’
Snapple
CHAPTER 7
People failures
66 Enron
67 Arthur Andersen
68 Ratner’s
69 Planet Hollywood
70 Fashion Café
71 Hear’Say
72 Guiltless Gourmet
CHAPTER 8
Rebranding failures
73 Consignia
74 Tommy Hilfiger
75 BT Cellnet to O2
76 ONdigital to ITV
Digital
77 Windscale to
Sellafield
78 Payless Drug Store
to Rite Aid
79 British Airways
80 MicroPro
CHAPTER 9
Internet and new
technology failures
81 Pets.com
82 VoicePod
83 Excite@Home
84 WAP
85 Dell’s Web PC
86 Intel’s Pentium chip
87 IBM’s Linux graffiti
88 boo.com
CHAPTER 10
Tired brands
89 Oldsmobile
90 Pear’s Soap
91 Ovaltine
92 Kodak
93 Polaroid
94 Rover
95 Moulinex
96 Nova magazine
97 Levi’s
98 Kmart
99 The Cream nightclub
100 Yardley cosmetics
References
Index
Nội dung
[...]... situation They cannot turn the clock back to an age when branding 4 Brandfailures didn’t matter And besides, they can grow faster than ever before through the creation of a strong brand identity So branding is no longer simply a way of averting failure It is everything Companies live or die on the strength of their brand Yet despite the fact that branding is more important than at any previous time,... � Brand ego Brands sometimes develop a tendency for over-estimating their own importance, and their own capability This is evident when a brand believes it can support a market single-handedly, as Polaroid did with the instant photography market It is also apparent when a brand enters a new 6 Brandfailures market for which it is clearly ill-suited, such as Harley Davidson trying to sell perfume � Brand. .. This altered view is a result of one of the following seven deadly sins of branding: � Brand amnesia For old brands, as for old people, memory becomes an increasing issue When a brand forgets what it is supposed to stand for, it runs into trouble The most obvious case of brand amnesia occurs when a venerable, long-standing brand tries to create a radical new identity, such as when Coca-Cola tried to... years, collecting dust When brand fatigue sets in creativity suffers, and so do sales � Brand paranoia This is the opposite of brand ego and is most likely to occur when a brand faces increased competition Typical symptoms include: a tendency to file lawsuits against rival companies, a willingness to reinvent the brand every six months, and a longing to imitate competitors � Brand irrelevance When a market... largest branding blunders of all time Brands which set sail with the help of multi-million dollar advertising campaigns shortly before sinking 8 Brandfailures without trace are clear contenders However, the book will also look at acknowledged brand mistakes made by usually successful companies such as Virgin, McDonald’s, IBM, Coca-Cola, General Motors and many others Welcome, then, to the brand graveyard... the public perception of the original brand Classic failures 19 2 The Ford Edsel Among many US marketing professors, the story of the Edsel car is con sidered the classic brand failure of all time Dubbed ‘the Titanic of auto mobiles’, the Edsel is certainly one of the biggest branding disasters to afflict the Ford Motor Company As with other, more recent brandfailures featured in the book (see New... millions trying to reach didn’t even exist Classic failures 25 � Quality is important Of course, product quality is always important but when it comes to cars it is a matter of life and death Bad quality control proved an extra nail in Edsel’s coffin 26 Brandfailures 3 Sony Betamax According to received branding wisdom, the best way to become a strong brand is to be first in a new category This theory... irrelevance When a market radically evolves, the brands associated with it risk becoming irrelevant and obsolete Brand managers must strive to maintain relevance by staying ahead of the category, as Kodak is trying to do with digital photography Brand myths When their brands fail companies are always taken by surprise This is because they have had faith in their brand from the start, otherwise it would never... said at the time � Strong brands protect products This may have once been the case, but now the situation is reversed Strong products now help to protect brands As the cases show, the product has become the ambassador of the brand and even the slightest decrease in quality or a hint of trouble will affect the brand identity as a whole The consumer can cause the most elaborate brand strategy to end in... product-blame to brand- blame, is therefore related to the way buyer behaviour has changed ‘Today most products are bought, not sold,’ write Al and Laura Ries in The 22 Immutable Laws of Branding ‘Branding “presells” the product or service to the user Branding is simply a more efficient way to sell things.’ Although this is true, this new focus means that perfectly good products can fail as a result of bad branding . class="bi x0 y0 w1 h1" alt="" Brand Failures Matt Haig Kogan Page Brand Failures Praise for Brand Failures . “You learn more from failure than you can from success. Matt Haig’s new book is a. for brand creation, development and management.” Dr Paul Temporal, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management Brand Failures Matt. Data Haig, Matt. Brand failures / Matt Haig. p. cm. Includes bibliographical references and index. ISBN 0-7494-3927-0 1. Brand name products Marketing. 2. Brand loyalty. 3. Brand choice.