Brand Failures

180 Brand failures
Lessons from Snapple
Accept that different brands need different distribution. Quaker believed that
Snapple could be pushed through Gatorade’s distribution system. ‘It
turned out that Quaker’s distribution competences could not be leveraged
to push Snapple because the image of the two brands is very distinct,’ says
Sanjay Goel, an assistant professor at the Department of Management
Studies at the University of Minnesota. Snapple’s New Agey image had
been supported by the fact it had been sold through thousands of smallsized
and independent distributors, Quaker decided it was best to use
supermarkets and other larger outlets.
Understand the brand. Ultimately, Quaker failed to hold onto Snapple’s
brand value because it did not understand the essence of the brand
identity.