Brand Failures
Brand Failures Brand Failures
Brand Failures Matt Haig
First published in Great Britain and the United States in 2003 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN UK www.kogan-page.co.uk 22883 Quicksilver Drive Sterling VA 20166-2012 USA © Matt Haig, 2003 The right of Matt Haig to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 0 7494 3927 0 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Haig, Matt. Brand failures / Matt Haig. p. cm. Includes bibliographical references and index. ISBN 0-7494-3927-0 1. Brand name products--Marketing. 2. Brand loyalty. 3. Brand choice. I. Title HD69.B7H345 2003 658.8’27--dc21 2003000966 Typeset by JS Typesetting Ltd, Wellingborough, Northants Printed and bound in Great Britain by Biddles Ltd, Guildford and King’s Lynn www.biddles.co.uk
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- 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
<strong>Brand</strong> <strong>Failures</strong><br />
Matt Haig
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