Brand Failures
Brand Failures Brand Failures
306 Index ideas failures 71, 82 health scares 134–36, 137–38, people failures 198–99 148 PR failures 134–36, 140–41, Hear’Say 196–97 148 Heinz 87–89 translation problems 167, 169, Hilfiger, Tommy 209, 210 174 honesty 186, 190–91 footwear 55–56 in crises 130, 146 Ford Hong Kong 174 in Brazil 165 Hot Wheels computer 53–54 Edsel 19–23, 24–25 Hughes, Darren 294 and Firestone 144–46 hype 24, 43, 197, 241 Mustang 23–24 France 161 IBM 247–48 Frank Perdue’s chicken 169 ideas, bad 35–36 Frito-Lay 115, 198–99 examples 37–72 identity 3, 180, 206, 254 General Foods 70 and extension 75, 76 General Motors 165 global 203 Oldsmobile 261–64 historical 104, 299 Gerber overlapping 213 in Africa 167 image 3 glass in baby products 140–41 see also perception Singles 82 India 155–60 Germany 165, 170, 173 Intel 245–46 gimmicks 233, 292 Internet 206, 225–28 globalization 153 failures 229–44, 249–55 and communications policies influence and power of 42, 130–31 127–28 and identity 203 irrelevance 6 spreading too thinly 255 Italy 164 Godzilla 41–42, 43 ITV Digital 215–17 greetings cards 161 guerilla marketing 247–48 Japan 100 Guiltless Gourmet 198–99 Johnson & Johnson 129 guitars 175–77 JVC 26–27, 28 Hallmark 161 Kellogg’s Harley Davidson 77–81 Cereal Mates 37–39
Index 307 in India 155–57, 159–60 marketing 3 Ken and Barbie 50–52 cost-effective 255 KFC (Kentucky Fried Chicken) green 87–88 174 guerilla 247–48 Kmart 291–92 importance of 235, 237 Kodak 270–73, 276 over-marketing 43 Kraft foods 106 youth 143, 295–96 markets 273 La Femme 64–66 be aware of trends 297 Land, Edwin 274, 275 gaps in 7, 48–49 language, translation problems international 153, 162 162–74 technology 26 legal issues ‘Mars Syndrome’ 100 and advertising 248 Mattel 50–51 be law-abiding 186 Maxwell House Coffee 70 Lever Fabergé 111 medicines 107, 129 Levi’s 287–90 megalomania 6 lies 186 memory, corporate 86 LifeSavers 113 Mercedes-Benz 157 lifespans of brands 273 Mexico 171, 172 line extension see extension MicroPro 222 Linux-based software 247–48 Microsoft, Bob the ‘social interface’ Lockerbie tragedy 132–33 35–36 logos 210, 211 Miller Brewing Company 90–93 losses, cutting 29 Mitsubishi 165 lovemarks 18, 81, 278 mixed messages 39, 61, 188 loyalty 18, 77–78, 80 mobile phones 212–13, 239–41 Lufthansa 157 Morris, David 125, 126, 126–27 Lynx brand 111 Moulinex 282–83 mountain bikes 109 McDonald’s 32, 124–25 movies 40–43 Arch Deluxe 30–31 MTV 158 libel case 125–27 Mustang, Ford 23–24 magazine publishing 284–86 myths 6–7 Mangini, Janet 142 market research 18, 24, 32, 35 names 24, 206, 270, 281 children’s markets 52 change failures 206–08, cultural 160 212–20, 222
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- Page 308 and 309: 300 References
- Page 310 and 311: 302 References Malmsten, E, Portang
- Page 312 and 313: 304 Index candour see honesty Capit
- Page 316 and 317: 308 Index and extension 93 New Coke
- Page 318: 310 Index Taiwan 163 tampons 137-39
306 Index<br />
ideas failures 71, 82 health scares 134–36, 137–38,<br />
people failures 198–99 148<br />
PR failures 134–36, 140–41, Hear’Say 196–97<br />
148 Heinz 87–89<br />
translation problems 167, 169, Hilfiger, Tommy 209, 210<br />
174 honesty 186, 190–91<br />
footwear 55–56 in crises 130, 146<br />
Ford Hong Kong 174<br />
in Brazil 165 Hot Wheels computer 53–54<br />
Edsel 19–23, 24–25 Hughes, Darren 294<br />
and Firestone 144–46 hype 24, 43, 197, 241<br />
Mustang 23–24<br />
France 161 IBM 247–48<br />
Frank Perdue’s chicken 169 ideas, bad 35–36<br />
Frito-Lay 115, 198–99 examples 37–72<br />
identity 3, 180, 206, 254<br />
General Foods 70 and extension 75, 76<br />
General Motors 165 global 203<br />
Oldsmobile 261–64 historical 104, 299<br />
Gerber overlapping 213<br />
in Africa 167 image 3<br />
glass in baby products 140–41 see also perception<br />
Singles 82 India 155–60<br />
Germany 165, 170, 173 Intel 245–46<br />
gimmicks 233, 292 Internet 206, 225–28<br />
globalization 153 failures 229–44, 249–55<br />
and communications policies influence and power of 42,<br />
130–31 127–28<br />
and identity 203 irrelevance 6<br />
spreading too thinly 255 Italy 164<br />
Godzilla 41–42, 43 ITV Digital 215–17<br />
greetings cards 161<br />
guerilla marketing 247–48 Japan 100<br />
Guiltless Gourmet 198–99 Johnson & Johnson 129<br />
guitars 175–77 JVC 26–27, 28<br />
Hallmark 161<br />
Kellogg’s<br />
Harley Davidson 77–81 Cereal Mates 37–39
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