Brand Failures

More documents

Recommendations

Info

302 References Malmsten, E, Portanger, E and Drazin, C (2001) Boo Hoo: A dot com story, Random House Business Books, London McMath, R (1999) What Were They Thinking, Times Books, New York Mello, S (2001) Customer Centric Product Definition: The key to great product development, AMACOM, New York Murphy, P (1991) Game theory models for organizational/public conflict, Canadian Journal of Communication, 16 (2) Ottman, J (1998) Green Marketing: Opportunities for innovation in the new marketing age, Ntc Business Books, Lincolnwood, IL Peters, T (1997) The Circle of Innovation, Alfred A Knopf, New York Ries, A and Ries, L (1998) The 22 Immutable Laws of <strong>Brand</strong>ing, Harper Collins Business, New York Ries, A and Trout, J (1993) The 22 Immutable Laws of Marketing: Violate them at your own risk, Harper Collins Business, New York Searles, D, Locke, C, Levine, R and Weinberger, D (2001) The Cluetrain Manifesto: The end of business as usual, Perseus Publishing, Cambridge, MA Trout, J (2001) Big <strong>Brand</strong>s, Big Trouble: Lessons learned the hard way, John Wiley & Sons, New York Trout, J (2000) Differentiate or Die: Survival in our era of killer competition, John Wiley & Sons, New York Trout, J (1995) The New Positioning: The latest on the world’s number one business strategy, McGraw-Hill Trade, New York Vidal, J (1997) McLibel: Burger culture on trial, Macmillan, London Wolf, M J (1999) The Entertainment Economy: How mega-media forces are transforming our lives, Times Books, New York
Index adaptation 296 advertising 232, 255, 288, 292 building brands 7, 267 legal implications 248 see also marketing Africa 167 airlines 132–33, 157, 172 All Natural Cleaning Vinegar 87–89 Allied Domecq 119–20 Altec Lansing 234 Amazon 226 American Airlines 172 amnesia, brand 5, 86 Arch Deluxe burger 30–31 Arthur Andersen 187–88 assets, key brand 147 associations flexibility 97 logical 195 unpopular 269 availability 217 baby foods 140–41, 148, 167 back-up plans 199 bananas 103, 104 Barbie and Ken 50–51 Barton, James 293, 294, 295 beers 57, 90–93, 168 Ben-Gay 107 Betamax video recorders 26–29 Bic 96–97 BMW 280–81 boo.com 249–55 branding 3–4, 5 seven deadly sins of 5–6 Branson, Richard 76, 95, 100, 221 Brazil 165 breakfast cereals 37–39, 155–57 British Airways 221 BskyB 214, 215–16 BT Cellnet 212–13 Budweiser 92, 93 burgers 30–31 businesses see companies Camel cigarettes 142–43 Campbell’s 71
Page 1:
Click for more articles
Page 4 and 5:
Brand Failures
Page 6 and 7:
Brand Failures Matt Haig
Page 8 and 9:
Contents 1. Introduction 1 Why bran
Page 10 and 11:
Contents vii 6. Culture failures 15
Page 12 and 13:
4 Brand failures didn’t matter. A
Page 14 and 15:
6 Brand failures market for which i
Page 16 and 17:
8 Brand failures without trace are
Page 19:
Some brand failures have proved so
Page 22 and 23:
14 Brand failures competitor. As it
Page 24 and 25:
16 Brand failures In other words, C
Page 26 and 27:
18 Brand failures Lessons from New
Page 28 and 29:
20 Brand failures among employees t
Page 30 and 31:
22 Brand failures years previously
Page 32 and 33:
24 Brand failures Mustang was the s
Page 34 and 35:
26 Brand failures 3 Sony Betamax Ac
Page 36 and 37:
28 Brand failures and retailers, wh
Page 38 and 39:
30 Brand failures 4 McDonald’s Ar
Page 40 and 41:
32 Brand failures Lessons from Arch
Page 42 and 43:
34 Brand failures
Page 44 and 45:
36 Brand failures up with the idea
Page 46 and 47:
38 Brand failures Factor two: cool
Page 48 and 49:
40 Brand failures 6 Sony’s Godzil
Page 50 and 51:
42 Brand failures the possible exce
Page 52 and 53:
44 Brand failures 7 Persil Power On
Page 54 and 55:
46 Brand failures But the advantage
Page 56 and 57:
48 Brand failures easily, Pepsi rem
Page 58 and 59:
50 Brand failures 9 Earring Magic K
Page 60 and 61:
52 Brand failures Lesson from Earri
Page 62 and 63:
54 Brand failures on it,’ wrote B
Page 64 and 65:
56 Brand failures Clearly if Corfam
Page 66 and 67:
58 Brand failures been officially r
Page 68 and 69:
60 Brand failures ‘There are risk
Page 70 and 71:
62 Brand failures 13 Oranjolt The d
Page 72 and 73:
64 Brand failures 14 La Femme Where
Page 74 and 75:
66 Brand failures patronizing. This
Page 76 and 77:
16 Clairol’s ‘Touch of Yoghurt
Page 78 and 79:
18 Maxwell House ready-to-drink cof
Page 80 and 81:
20 Thirsty Cat! and Thirsty Dog! Bo
Page 83 and 84:
Barron’s Dictionary of Business T
Page 85 and 86:
Extension failures 77 21 Harley Dav
Page 87 and 88:
Extension failures 79 making up the
Page 89 and 90:
Extension failures 81 Keep it tigh
Page 91 and 92:
23 Crest Stretching a brand to its
Page 93 and 94:
Extension failures 85 ‘No toothpa
Page 95 and 96:
Extension failures 87 24 Heinz All
Page 97 and 98:
Extension failures 89 Lessons from
Page 99 and 100:
Extension failures 91 the no-nonsen
Page 101 and 102:
Extension failures 93 Have a core
Page 103 and 104:
Extension failures 95 In the mid-19
Page 105 and 106:
Extension failures 97 every brand -
Page 107 and 108:
Extension failures 99 sales rose to
Page 109 and 110:
Extension failures 101 However, amo
Page 111 and 112:
Extension failures 103 29 Chiquita
Page 113 and 114:
Extension failures 105 A brand is
Page 115 and 116:
31 Ben-Gay Aspirin Ben-Gay is anoth
Page 117 and 118:
33 Smith and Wesson mountain bikes
Page 119 and 120:
35 Lynx barbershop Lever Fabergé,
Page 121 and 122:
37 LifeSavers Soda Invented in 1912
Page 123:
39 Frito-Lay Lemonade Frito-Lay is
Page 127 and 128:
It can be expected that brands will
Page 129 and 130:
PR failures 121 40 Exxon Don’t sa
Page 131 and 132:
PR failures 123 including the clean
Page 133 and 134:
PR failures 125 environmentalists,
Page 135 and 136:
PR failures 127 the public. [. . .]
Page 137 and 138:
PR failures 129 42 Perrier’s benz
Page 139 and 140:
PR failures 131 common purpose thro
Page 141 and 142:
PR failures 133 Lesson from Pan Am
Page 143 and 144:
PR failures 135 In addition, Snow B
Page 145 and 146:
PR failures 137 45 Rely tampons Pro
Page 147 and 148:
PR failures 139 Lessons from Rely
Page 149 and 150:
PR failures 141 As Gerber saw it, a
Page 151 and 152:
PR failures 143 regarding youth mar
Page 153 and 154:
PR failures 145 buying about 40 per
Page 155 and 156:
PR failures 147 Be sensitive. By s
Page 157:
PR failures 149 Remember that comp
Page 161:
Brands operate on a global scale. B
Page 164 and 165:
156 Brand failures of the Bombay St
Page 166 and 167:
158 Brand failures Coca-Cola. The
Page 168 and 169:
160 Brand failures Lessons from Kel
Page 170 and 171:
162 Brand failures Translation trou
Page 172 and 173:
53 Schweppes Tonic Water in Italy I
Page 174 and 175:
55 Electrolux in the United States
Page 176 and 177:
57 Coors in Spain Coors beer had eq
Page 178 and 179:
59 Clairol’s Mist Stick in German
Page 180 and 181:
61 American Airlines in Mexico When
Page 182 and 183:
63 Kentucky Fried Chicken in Hong K
Page 184 and 185:
176 Brand failures ment. Pretty soo
Page 186 and 187:
178 Brand failures 65 Quaker Oats
Page 188 and 189:
180 Brand failures Lessons from Sna
Page 191 and 192:
The people behind a brand are its m
Page 193 and 194:
People failures 185 66 Enron Failin
Page 195 and 196:
People failures 187 67 Arthur Ander
Page 197 and 198:
People failures 189 68 Ratner’s W
Page 199 and 200:
People failures 191 met comedians w
Page 201 and 202:
People failures 193 was out, Planet
Page 203 and 204:
People failures 195 is wrong to lea
Page 205 and 206:
People failures 197 had lost the su
Page 207:
People failures 199 tortilla brand
Page 211 and 212:
Brands, like people, have a fear of
Page 213 and 214:
Rebranding failures 205 73 Consigni
Page 215 and 216:
Rebranding failures 207 of the name
Page 217 and 218:
Rebranding failures 209 74 Tommy Hi
Page 219 and 220:
Rebranding failures 211 style that
Page 221 and 222:
Rebranding failures 213 in the Repu
Page 223 and 224:
Rebranding failures 215 former secr
Page 225 and 226:
Rebranding failures 217 Lessons fro
Page 227 and 228:
Rebranding failures 219 neighbours
Page 229 and 230:
79 British Airways When British Air
Page 231:
CHAPTER 9 Internet and new technolo
Page 234 and 235:
226 Brand failures now believe bran
Page 237 and 238:
81 Pets.com In the mid-1990s, when
Page 239 and 240:
Internet and new technology failure
Page 241 and 242:
Page 243 and 244:
Page 245 and 246:
Page 247 and 248:
Page 249 and 250:
Page 251 and 252:
Page 253 and 254:
Page 255 and 256:
Page 257 and 258:
Page 259 and 260: Internet and new technology failure
Page 261 and 262: Internet and new technology failure
Page 263: Internet and new technology failure
Page 267: All brands will eventually fail. Th
Page 270 and 271: 262 Brand failures The $600-million
Page 272 and 273: 264 Brand failures Lessons from Old
Page 274 and 275: 266 Brand failures interview. ‘An
Page 276 and 277: 268 Brand failures 91 Ovaltine When
Page 278 and 279: 270 Brand failures 92 Kodak Failing
Page 280 and 281: 272 Brand failures tive strategy if
Page 282 and 283: 274 Brand failures 93 Polaroid Live
Page 284 and 285: 276 Brand failures launch of its SX
Page 286 and 287: 278 Brand failures ‘was that they
Page 288 and 289: 280 Brand failures 94 Rover A dog o
Page 290 and 291: 282 Brand failures 95 Moulinex Goin
Page 292 and 293: 284 Brand failures 96 Nova magazine
Page 294 and 295: 286 Brand failures The cycle of lau
Page 296 and 297: 288 Brand failures As with most bra
Page 298 and 299: 290 Brand failures For the Levi’s
Page 300 and 301: 292 Brand failures to the stores in
Page 302 and 303: 294 Brand failures One argument was
Page 304 and 305: 296 Brand failures market is 18-24
Page 306 and 307: 298 Brand failures 100 Yardley cosm
Page 308 and 309: 300 References
Page 312 and 313: 304 Index candour see honesty Capit
Page 314 and 315: 306 Index ideas failures 71, 82 hea
Page 316 and 317: 308 Index and extension 93 New Coke
Page 318: 310 Index Taiwan 163 tampons 137-39
show all

Brand Failures

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?