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REASONS FOR BRAND FAILURE

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REASONS FOR BRAND FAILURE

 

ACKNOWLEDGEMENTS. 2

TABLE OF CONTENTS. 3

EXECUTIVE SUMMARY. 7

CHAPTER-1. 8

INTRODUCTION.. 8

1.1 GENERAL. 9

Brand names and trademarks  11

Corporate brand identity  11

Brand personality  13

Brand awareness  14

Brand recognition   16

Brand recall 17

History of Brands  18

Types of Brands  18

Creating a Brand   19

Benefits of Brands  20

1.2 THE BIGGEST BRAND FAILURES. 22

Kingfisher  22

Business Television in India  22

Doodhwala  22

Aditya Birla Payments Bank  23

Chevrolet  24

Bisleri Pop   24

DocTalk  24

Adibas  25

TaxiForSure.com    25

Vodafone M-Pesa  25

Koinex  26

1.3 NINE SUCCESS FACTORS OF ANY GOOD BRAND STRATEGY. 26

  1. Target audience knowledge 27
  2. Strong unique value proposition 28
  3. Passion is observable 28
  4. Out-of-the-box thinking 29
  5. Consistency 29
  6. The brand’s objective comes first 30
  7. Exceptional brand slogans (or taglines) 30
  8. The brand always provides value 31
  9. Great exposure 31

1.4 OBJECTIVES OF THE STUDY. 32

Scope of Project. 32

1.5 PROBLEM STATEMENT. 33

1.6 RESEARCH LAYOUT. 33

CHAPTER-2. 35

LITERATURE REVIEW… 35

2.1 BUSINESS FAILURE. 36

2.1.1 INTRODUCTION   36

2.1.2 REASONS  36

2.1.3 EVENTS TO OCCUR AFTER LIQUIDATION   38

2.1.4 PLANNING FOR BUSINESS FAILURE  38

2.2 THE 25 MOST SPECTACULAR BRANDING FAILS OF THE LAST 25 YEARS. 39

CALVIN KLEIN ‘KIDDIE PORN’ CAMPAIGN (1995)  39

MCDONALD’S ARCH DELUXE (1996)  39

WOW CHIPS (1996)  40

FLOOZ (1999)  40

PONTIAC AZTEK (2000)  40

SEGWAY (2001)  41

ESPN PHONE (2006)  41

BANK OF AMERICA ‘ONE’ VIDEO (2006)  41

FOLGERS ‘COMING HOME’—AKA THE INCEST AD (2009)  42

‘UNITED BREAKS GUITARS’ (2009)  42

GAP LOGO REDESIGN (2010)  43

GROUPON SUPER BOWL AD (2011)  43

‘JOHN CARTER’ (2012)  44

NATIONWIDE ‘BOY’ SUPER BOWL AD (AKA THE DEAD KID AD) (2015)  44

SUBWAY: ‘JARED’S PANTS DANCE’ GAME (2015)  45

JUICERO (2016)  45

KENDALL JENNER PEPSI AD (2017)  45

HEINEKEN’S ‘SOMETIMES, LIGHTER IS BETTER’ AD (2018)  46

NORTH FACE WIKIPEDIA ‘HACK’ (2019)  46

CHAPTER-3. 47

RESEARCH METHODOLOGY. 47

3.1 RESEARCH METHODOLOGY. 48

3.2 DATA COLLECTION.. 48

3.3 INCLUSION CRITERIA (FOR SECONDARY DATA). 48

3.4 RESEARCH DESIGN.. 49

3.5 RESEARCH QUESTIONS. 49

CHAPTER-4. 50

DATA ANALYSIS. 50

AND.. 50

FINDINGS. 50

4.1 REASONS FOR BRAND FAILURE. 51

4.2 CASE STUDIES. 55

4.2.1 THE RISE, DOMINANCE AND FALL OF KINGFISHER   55

The Rise of Kingfisher Airlines  56

Marketing Strategy  56

How Brand turned into Non-Performing Asset?  56

What Went Wrong?  57

4.2.2 HOW KODAK COULDN’T EVOLVE WITH TIME AND FAILED?  58

Marketing Strategy of Kodak  58

How Kodak Failed?  59

What Went Wrong?  60

4.2.3 HOW NOKIA GOT ACQUIRED BY MICROSOFT?  61

The Rise of Nokia, Connecting People   61

Marketing Strategy  62

The Fall of Nokia  62

What Went Wrong?  62

CHAPTER- 5. 64

RECOMMENDATION  AND CONCLUSION.. 64

5.1 CONCLUSION AND RECOMMENDATIONS. 65

  1. Being Inauthentic 66
  2. Breaking Your Brand Promise 66
  3. Losing Touch with Customer Perception 66
  4. Lacking Competitive Differentiation 66
  5. Being Internally Misaligned 67
  6. Telling Ineffectual Brand Stories 67
  7. Having Chaotic Brand Architecture 67
  8. Remaining Stagnant 68

BIBLIOGRAPHY. 69

 

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