Why a brand fails ?

1. SRIKANTH.K
MBA(PHARM)
FIRST SEMESTER

2. LAYOUT
• Brand ..?
• Brand failures
• Deadly signs
• Types of failures

3. Brand is not a logo
Brand is not a product
Brand is not an identity
SO WHAT EXCATLY IS A BRAND ?

4. Fo
A BRAND IS A
PERSON’S GUT FEELING
ABOUT A PRODUCT,
SERVICE,
OR ORGANIZATION.

5. • BRAND is a "Name, term, design,
symbol, or a combination of them
,intended to identify the goods and
services of one seller or group of sellers
and differentiate from competitors.

6. A Brand is said to be a failure
when
its presence in the market
leads to
• The withdrawal of the product/brand from the
market for any reason
• The inability of a product/brand to realize the
required market share to sustain its presence
in the market
• The ultimate failure of a product to achieve
profitability.
• Not understanding the target market segment
• Ineffective promotion
• Incorrectly priced too high or too low

7. Why Focus On Failure ?
• To provide an advice ‘not to do’ by
drawing on some of the largest branding
blunders of all time.
• While these branding ‘horror stories’ may
suggest that failure is inevitable, their
example has helped to identify the key
danger areas.

8. BENEFIT
• Studying the history of product failures
may generate some insight into the reason
for those failures and create a list of
factors that may increase the opportunity
for success.
• You learn more from failure than you can
from success

9. Why brand fails ?
• A long, long time ago in a galaxy far away,
products were responsible for the fate of a
company. When a company noticed that its
sales were flagging, it would come to one
conclusion: its product was starting to fail.
Now things have changed.
• Companies don’t blame the product, they
blame the brand. It isn’t the physical item
sitting on the shop shelf at fault, but rather
what that item represents, what it conjures up
in the buyer’s mind.
• This shift in thinking, from product-blame to

10. • Branding is simply a more efficient way to sell
things.’
• Although this is true, this new focus means that
perfectly good products can fail as a result of bad
branding.
• So while branding raises the rewards, it also
heightens the risks

11. • Something happens to break the bond between the customer and
the brand
• This is not always the fault of the company, as some things really are
beyond their immediate control (global recession, technological
advances, international disasters etc).
• This altered view is a result of one of the following seven deadly sins
of branding

12. SEVEN DEADLY SIGNS OF
BRANDING
• BRAND AMNESIA
• BRAND EGO
• BRAND MEGALOMANIA
• BRAND DECEPTION
• BRAND FATIGUE
• BRAND PARANOIA
• BRAND IRRELEVANCE

13. BRAND AMNESIA
• For old brands, as for old people, memory
becomes an increasing issue.
• Forgets what it actually brand stands for…?
• Long standing brand want to replace with new
radical identity, Coca-cola tries to replace with
new coke ,results are disastrous
• When a business forgets its identity, disregards
past learnings, and fails to learn new information
… it has contracted BRAND AMNESIA.

14. Brand ego
• Sometimes over estimating their own
importance, their own capability

15. BRAND MEGALOMANIA
• Brand ego leads to brand megalomania
• Brand want to take over the world by expanding into
every product category

16. Brand deception
• Some brands see the whole
marketing process as an act of cover
up the reality of their product.
• In extreme cases, the trend towards
brand fiction can lead to downright
lies

17. Brand fatigue
• Some companies get bored with their
own brands.
• You can see this happening to products
which have been on the shelves for many
years, collecting dust.
• When brand fatigue sets in creativity
suffers, and so do sales.

18. Br a n d p a r a n o i a
• This is the opposite of brand ego and is
most likely to occur when a brand faces
increased competition.
• Typical symptoms include: a tendency to
file lawsuits against rival companies, a
willingness to reinvent the brand every six
months, and a longing to imitate
competitors

19. Brand irrelevance
• When a market radically evolves, the brands associated with it
risk becoming irrelevant and obsolete.
• Brand managers must strive to maintain relevance by staying
ahead of the category

20. TYPES OF FAILURE’S
• Classic failures
• Idea failures
• Extension failures
• PR failures
• Culture failures
• People failures
• Rebranding failures
• Internet and new technology failures
• Tired brands

21. CL ASSI C
F AI L URES
• New coke
• The ford edsel
• Sony beta max
• Mac Donald's arch deluxe

22. I DEA F AI L URES
• Pepsi: in pursuit of purity
• The hot wheels computer
• Maxwell House ready-to-drink
coffee

23. E X T E NS I ON
F AI L URES
• Harley Davidson perfume: the sweet smell of
failure
• Ponds tooth paste

24. PR F AI L URES
• Perrier’s benzene contamination
• Farley’s infant milk

25. CUL T URE
F AI L URES
• Hallmark in France
• Pepsi in Taiwan
• Schweppes Tonic Water
• Coors in Spain

26. P E OP L E
F AI L URES
• Enron

27. REBRANDI NG
F AI L URES
• Micro pro
• British airways
• Pay less drug store to rite aid

28. I nt e r ne t a nd ne w
t e c hnol ogy
f a i l ur e s
• Dell’s web pc
• Intel pentium chip
• IBM’S linux graffiti

29. T I RED BRANDS
• Pear’s soap
• Yardley cosmetics

30. REF ERENCES
• Brand failures by matt haig
• Internet

31. THANK YOU