Brand Failures

Brand Failures Brand Failures

conmotsach.com
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28.12.2014 Views

32 Capital Radio restaurants In November 1996, London station Capital Radio acquired the My Kinda Town themed restaurant company. Rather than keep the My Kinda Town name, the company decided to set up a Capital Radio themed restaurant. As with Planet Hollywood and the Fashion Café, these restaurants were never able to generate enough return custom. Although Capital Radio could boast millions of listeners, very few could see a logical connection between the station and food – because, of course, there wasn’t one.

33 Smith and Wesson mountain bikes In the United States, gun manufacturer Smith and Wesson is a well-known brand. When it decided to capitalize on this wide recognition by launching a range of Smith and Wesson mountain bikes, the company clearly failed to grasp the golden rule of brand extensions. Namely, that the extension must link with the core brand. There needs to be some kind of correlation between the original product (in this case guns) and the extension. Guns and bikes may both be made out of metal, but other than that it is hard to perceive a connection.

32 Capital Radio<br />

restaurants<br />

In November 1996, London station Capital Radio acquired the My Kinda<br />

Town themed restaurant company. Rather than keep the My Kinda Town<br />

name, the company decided to set up a Capital Radio themed restaurant. As<br />

with Planet Hollywood and the Fashion Café, these restaurants were never<br />

able to generate enough return custom. Although Capital Radio could boast<br />

millions of listeners, very few could see a logical connection between the<br />

station and food – because, of course, there wasn’t one.

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