Brand Failures

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