Category Archives: Brand Failure
A DISSERTATION ON BRAND FAILURES: A CONSUMER PERSPECTIVE TO FORMULATE A MNC ENTRY STRATEGY
After the opening up of the Indian Markets, the past four or five years have seen an influx of foreign brands into India in every conceivable sphere of business activity, more so in the consumer goods & durable sector. The [...]
Filed under Brand Failure, Marketing
Rebranding Failure : BT Cellnet to O2
In September 2001, UK mobile phone operator BT Cellnet announced it was getting rid of its brand name in favour of a new international identity. The decision followed a continuing drop in its market share of call revenues. Furthermore, BT [...]
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Extension failure: Miller Breweries
In the 1970s Miller Brewing Company faced something of an image problem. For years it had been positioning its core brand, Miller High Life, as ‘the champagne of beers’. Jazz musicians had been used in advertising campaigns to endorse the [...]
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Public Relations Failure : Exxon
Many companies and organizations have had to deal with a crisis during their history. Only a very
few, however, come to represent corporate incompetence and irresponsibility through one critical event. Oil company Exxon is among them...click here to read the case
Register [...]
Filed under Brand Failure, Marketing
CBS Fender A tale of two cultures & one guitar
For guitar fans, the Fender brand is an icon. John Lennon and George Harrison both owned Stratocasters, and Jimi Hendrix also helped to turn that particular model of electric guitar into a legend. In 1965 Fender was bought by CBS, [...]
Filed under Brand Failure, Brand Management, Free Cases, Marketing
10 Worst Brand Blunders of 2010
Brand blunder refers to the goof ups associated with the branding of a product, especially a new product in a new market. There could be many reasons for such slips. For example, the lack of understanding of the language, culture, [...]
Filed under Articles, Brand Failure, Branding, Featured Cases, Marketing
Brand Failure : Microsoft Zune
“The problem? Microsoft isn't competing against just the iPod as much as it is against an entire ecosystem of applications and developers that go along with Apple's device. The number of applications available for the Zune pales by comparison with [...]
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Tired Brand : Oldsmobile
Oldsmobile is among the brand legends in US car history. Conceived in 1897, it was one of the five core brands manufactured by General Motors (GM) – the other four being Chevrolet, Pontiac, Buick and Cadillac – and helped lead [...]
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Snow Brand milk products Poisoning a brand
Among the most dreaded situation for any food brand, an outbreak of food poisoning ranks pretty high. For Snow Brand, Japan’s premier dairy foods company, 2000 was the year when that nightmare came true, in the most disastrous way. Read [...]
Filed under Brand Failure, Brand Management, Free Cases, Marketing
public Relations Failure: Enron
Little remains to be said about the rise and scandalous fall of Texan energy giant Enron. In the relatively short space of 15 years, Enron rose from nowhere to become the seventh largest company in the United States, and the [...]
Filed under Brand Failure, Marketing