REASONS FOR BRAND FAILURE
1.2 THE BIGGEST BRAND FAILURES. 22
Business Television in India 22
1.3 NINE SUCCESS FACTORS OF ANY GOOD BRAND STRATEGY. 26
- Target audience knowledge 27
- Strong unique value proposition 28
- Passion is observable 28
- Out-of-the-box thinking 29
- Consistency 29
- The brand’s objective comes first 30
- Exceptional brand slogans (or taglines) 30
- The brand always provides value 31
- Great exposure 31
1.4 OBJECTIVES OF THE STUDY. 32
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
BANK OF AMERICA ‘ONE’ VIDEO (2006) 41
FOLGERS ‘COMING HOME’—AKA THE INCEST AD (2009) 42
‘UNITED BREAKS GUITARS’ (2009) 42
GROUPON SUPER BOWL AD (2011) 43
NATIONWIDE ‘BOY’ SUPER BOWL AD (AKA THE DEAD KID AD) (2015) 44
SUBWAY: ‘JARED’S PANTS DANCE’ GAME (2015) 45
KENDALL JENNER PEPSI AD (2017) 45
HEINEKEN’S ‘SOMETIMES, LIGHTER IS BETTER’ AD (2018) 46
NORTH FACE WIKIPEDIA ‘HACK’ (2019) 46
3.3 INCLUSION CRITERIA (FOR SECONDARY DATA). 48
4.1 REASONS FOR BRAND FAILURE. 51
4.2.1 THE RISE, DOMINANCE AND FALL OF KINGFISHER 55
The Rise of Kingfisher Airlines 56
How Brand turned into Non-Performing Asset? 56
4.2.2 HOW KODAK COULDN’T EVOLVE WITH TIME AND FAILED? 58
Marketing Strategy of Kodak 58
4.2.3 HOW NOKIA GOT ACQUIRED BY MICROSOFT? 61
The Rise of Nokia, Connecting People 61
RECOMMENDATION AND CONCLUSION.. 64
5.1 CONCLUSION AND RECOMMENDATIONS. 65
- Being Inauthentic 66
- Breaking Your Brand Promise 66
- Losing Touch with Customer Perception 66
- Lacking Competitive Differentiation 66
- Being Internally Misaligned 67
- Telling Ineffectual Brand Stories 67
- Having Chaotic Brand Architecture 67
- Remaining Stagnant 68
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