Brand Failures
S1
In my presentation I’m going to analyse the “Brand Failure”, giving some examples…
S2
…Like:
INTRODUCTION:
Some rules why brands fail Brand myths CLASSIC FAILURES:
New Coke VS Pepsi IDEA AND CULTURAL FAILURES: Kellogs cereal mates Kellogs in India Schweppes tonic water in Italy
S3
Introduction
In the past, branding was created to protect products from failure, and products were responsible for the fate of a company: when the sales decreased, the product failed.
Now the idea has changed: from product-blame to brand-blame. If a product fails, the brand is in trouble. Companies don’t blame the product, (but) they blame the brand.
Brands also transformed the process of marketing into a process of perception-building. Image is now everything: consumers consider more important the perception of the brand than the real product.
S4
Why branding is everything? Because companies live or die on the strength of the brand: one mistake and the customer can break the loyalty bond
S5
RULES why brands fail
l. Brand Amnesia.
For old brands, memory becomes a problem. When a brand forgets its identity and try to create a new identity, like Coca-Cola with New Coke. 2. Brand Ego.
Brand overestimates its importance, believe to dominate the market alone (like Polaroid in the photography market) or enter new markets that don't fit (like Harley Davidson selling perfume)
3. Brand deception.
Companies sometimes lie when branding, and today consumers are really connected via Internet and cant be cheated.
4. Brand paranoia.
When the brand feels an inferiority complex, imitating the competitors and reinventing the brand every six months.
5. Brand Relevance.
When a market evolves, the brands risk to become obsolete.
S6
Brand myths
There are some myths associated with branding:
l If a product is good, it will have success.
This is not always true, Because good products can fail exactly like bad products.
For example, Betamax was better
In my presentation I’m going to analyse the “Brand Failure”, giving some examples…
S2
…Like:
INTRODUCTION:
Some rules why brands fail Brand myths CLASSIC FAILURES:
New Coke VS Pepsi IDEA AND CULTURAL FAILURES: Kellogs cereal mates Kellogs in India Schweppes tonic water in Italy
S3
Introduction
In the past, branding was created to protect products from failure, and products were responsible for the fate of a company: when the sales decreased, the product failed.
Now the idea has changed: from product-blame to brand-blame. If a product fails, the brand is in trouble. Companies don’t blame the product, (but) they blame the brand.
Brands also transformed the process of marketing into a process of perception-building. Image is now everything: consumers consider more important the perception of the brand than the real product.
S4
Why branding is everything? Because companies live or die on the strength of the brand: one mistake and the customer can break the loyalty bond
S5
RULES why brands fail
l. Brand Amnesia.
For old brands, memory becomes a problem. When a brand forgets its identity and try to create a new identity, like Coca-Cola with New Coke. 2. Brand Ego.
Brand overestimates its importance, believe to dominate the market alone (like Polaroid in the photography market) or enter new markets that don't fit (like Harley Davidson selling perfume)
3. Brand deception.
Companies sometimes lie when branding, and today consumers are really connected via Internet and cant be cheated.
4. Brand paranoia.
When the brand feels an inferiority complex, imitating the competitors and reinventing the brand every six months.
5. Brand Relevance.
When a market evolves, the brands risk to become obsolete.
S6
Brand myths
There are some myths associated with branding:
l If a product is good, it will have success.
This is not always true, Because good products can fail exactly like bad products.
For example, Betamax was better