Brand Failures

Brand Failures

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qWelcome to the brand graveyard... while these branding 'horror stories' may suggest that failure is inevitable, their example has helped to identify the danger areas. It is hoped, then, that this book will provide an illuminating if rather frightening read.q Matt HaigIt's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Brand Failures is a fascinating look at how such disasters occur. It describes those brands that set sail with the help of multi-million dollar advertising campaigns, only to sink without trace. In a highly readable and entertaining style, Matt Haig starts with classic examples from every era of branding and moves towards more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of 'lessons learnt', so providing 'how not to' advice.The Rover 75 was the first new car produced after BMW had bought the troubled company so every effort was made to ensure that it was a technical and aesthetic ... The problem, it appeared, was not with the car itself, but with the brand.

Title:Brand Failures
Author: Matt Haig
Publisher:Kogan Page Publishers - 2005

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