Brand Failures

308 Index
and extension 93
New Coke 13, 15–16, 16–18
niche markets 89, 199
nightclubs 293–97
nostalgia 269
Nova magazine 284–86
O 212–13
2
oil spillages 121–23
Oldsmobile 261–64
ONdigital 214–15
online branding 226–27
see also Internet
openness 186
Oranjolt 62
Ovaltine 268–69
over-exposure 296
over-marketing 43
over-protection of brand 278
over-reaching 238
Pan Am 132–33
paranoia 6
Parker Pens 171
partnerships, business 147, 238
Patriot Computers 53
Payless Drug Store 220
Pear’s Soap 265–67
Pentium chip 245–46
people failures 183–84
examples 185–99
Pepsi 118
AM 69
competing with Coca-Cola
13–15, 17, 48
Crystal Pepsi 47–48
in Taiwan 163
perception 3, 18, 128, 141
expanding within limits 89
negative 43, 147
Perrier 129–31
Persil Power 44–45
pet products 72, 230
Pets.com 229–33
photography 271–73, 274–79
Planet Hollywood 192–93
Polaroid 274–79
Pond’s 114
pop bands 40, 196–97
Post Office 205, 206–08
PR see public relations
prediction 255
brand development 105
of problems 147
technology 102
Premier cigarettes 58–59
pressure groups 128
price 24, 39, 244, 292
Procter & Gamble 44
Crest 83, 84–86
tampons and toxic shock
syndrome 137–39
products 3, 5, 75
appearance 24
bad 35–36, 43
brand association with 101,
102
brand not product 244, 281
design 54, 243
duplication 86
essential 279
irrelevance of brand names
206
likelihood of success 7, 56
new 7, 35
placement 39