Brand failures : the truth about the 100 biggest branding mistakes of all time

著者

書誌事項

Brand failures : the truth about the 100 biggest branding mistakes of all time

Matt Haig

Kogan Page, 2011

2nd ed

  • : pbk

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注記

"Rev. ed. of: Brand failures : the truth about the 100 biggest branding mistakes of all time. 2003"--T.p. verso (CIP)

Includes bibliographical references (p. [235]-236) and index

内容説明・目次

内容説明

What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin all have in common? Yes, they are all global giants, but what they are less recognized for are the many branded products they have launched which bombed spectacularly - and at great cost. Brand Failures takes a riveting look at how such disasters occur. This new edition of Matt Haig's best-selling book, provides the inside-story of 100 major brand blunders that make for jaw-dropping reading. Brand Failures explores the brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without a trace. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, it reveals what went wrong in every case and provides a valuable checklist of lessons learnt for each. A tour of this fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.

目次

  • Chapter - 01: Introduction
  • Chapter - 02: Classic failures
  • Chapter - 03: Idea failures
  • Chapter - 04: Extension failures
  • Chapter - 05: PR failures
  • Chapter - 06: Culture failures
  • Chapter - 07: People failures
  • Chapter - 08: Business cycle failures
  • Chapter - 09: Rebranding failures
  • Chapter - 10: Internet and new technology failures
  • Chapter - 11: Tired brands

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