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Understanding Brand Failure Factors

This document provides an overview of brand failure, including reasons for failure and types of failure. It discusses that brand failure occurs when a brand is withdrawn from the market or unable to achieve required market success. Common reasons for failure include overestimating the market size, incorrectly positioning the brand, ineffective promotion, misunderstanding the target market, and incorrect pricing. The document outlines types of failures such as classic failures from fundamental marketing errors, idea failures, extension failures, and failures from new technologies. It concludes that studying brand failure cases generates insights to help prevent future failures.

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Qazi Sam
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14 views16 pages

Understanding Brand Failure Factors

This document provides an overview of brand failure, including reasons for failure and types of failure. It discusses that brand failure occurs when a brand is withdrawn from the market or unable to achieve required market success. Common reasons for failure include overestimating the market size, incorrectly positioning the brand, ineffective promotion, misunderstanding the target market, and incorrect pricing. The document outlines types of failures such as classic failures from fundamental marketing errors, idea failures, extension failures, and failures from new technologies. It concludes that studying brand failure cases generates insights to help prevent future failures.

Uploaded by

Qazi Sam
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

BRAND FAILURE

Seminar Guide :

PROF. G.V. JOSHI


FACULITY JKSHIM
CONTENT
• Introduction
• Brand
• Brand failure
• Reasons for brand failure
• Types of Brand Failure
• Conclusion
Introduction

Brand

It is the name given to the product


or service .It is an identifier of the
seller or the maker of product.
Each brand represents a level of
quality.
DIFFERENT TYPES OF BRANDS
• Brand failure:
The withdrawal of the brand from market
for any reason or the inability of a brand to
achieve required market.
REASONS FOR BRAND FAILURE
• High level executive push of an idea that doesnot fit
targeted market.
• Over estimated market size.
• Incorrectly positioned brand.
• Infective promotion ,including packaging message,
which may have used misleading or confusing
marketing message about the product,its features,or
its use.
Contd……
• Not understanding the target market
segment and branding process that
would provide the most value for that
segment.
• Incorrectly priced-tooo high or too low
• Underestimating or not correctly
understanding competitive activity
TYPES OF BRAND FAILURE
• Classic failures:
• Classic failures illustrate the fact that a
product does not have to be particularly bad in order to [Link]
refers to the fundamental marketing errors which are included
in brands. These errors include basic mistakes such as setting
wrong price,choosing wrong name and getting too paranoid
about the [Link] failures also illustrate the general
unpredictability of all marketing [Link] strong the
brand may be the market always remains elusive.
CASES AND LESSONS
• New coke
IDEA FAILURES
EXTENSION FAILURES
CULTURAL FAILURES
INTERNET AND NEW TECHNOLOGY
FAILURE

LESSON:
• Remember that bad news makes the front page: it means that bad news
spreads quickly.
• Respond quickly: While internet may give people who have grudge against the
firm an attentive audience of similarly aggrieved individuals,it also gives business
an opportunity to respond quickly and effectively to the spread of
misinformation.
• Monitor critics: Trouble builds-up slowly over time and in the rarest cases,it is
only poor management that transforms an issue into [Link] a firm must be
able to monitor things rightly
CONCLUSION
Gaining a better understanding of brand failure
is important to help future failures. Studying
the history of brand failures generates some
insight into the reason for those failures and
create list of factors that may increase the
opportunity for success.
THANK
YOU

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