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Brand Failures

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Definition: Enhancing a brands equity directly through advertising campaigns and

indirectly through promotions such as cause championing or event sponsorship is

known as brand building.

Branding is name, term, design, symbol or any other feature that identifies product Branding is the process of creating a name and look for your business.

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Importance of Brands today

Brand is a promise.

Brand is a specific combination of logo, words,

type font, design, colors, personality, price,

service, etc.

Bundle of attributes.

Sometimes a brand is memorable because ofthe little things.

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Consumer & their perspective

Identification of Source of Product

Assignment of Responsibility to Product Maker

Risk Reducer

Search cost Reducer

Promise, Bond, or Pact with Maker of Product

Symbolic Device

Signal of Quality

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Classic brand failure

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NEW COKE

Summary

Created to compete with Pepsi

New Coke was a top secret operation

Large amount of money to market New Coke

Public was overwhelmingly negative about New Coke

Old Coke formula was returned with HFCS

Objectives

A large marketing campaign was created to compete with Pepsi.

Coca-Cola attempted to make Coke taste more like Pepsi.

Smoother

Sweeter

Bolder

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Reason

Campaign failed.

Coca-Cola failed to ask critical questions to its beloved fan base:

Do you want a new Coke?

Mistake cost money and reputation for a moment in time.

NEW COKE

Purpose

Coca-Cola invested a large amount of money into a failed campaign.

The company assumed New Coke would be better.

Removed a successful product, Old Coke.

Coke drinkers should have been addressed.

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Concentrate on the brands perception.

Dont clone your rivals.

Feel the costumer love and loyalty.

Maintain the core quality of the product.

Dont be scared to U-turn. Do the right market research.

Lessons from New Coke (Solution)

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Brand Extension

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Using an established name of one product class for entering

another product class.

Using a successful brand name for launching a new or

modified product or line is known as brand

extension strategy.

An expansion strategy in which firms use already established

and successful brand name for introducing a new or modified

product

Brand Extension

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Adversely affect value associated with brand.

Brand extension that fails to make an impact may dilute

equity of a reputable brand name.

Brand extension may carry typical attributes of parent that

may be dangerous to extended brand.

Negative impact

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BRAND EXTENSION FAILURES

Harley Davidson perfume-The sweet smell of failure

PONDS TOOTHPASTE- a failure owning to brand

perception

Cast Study

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American motorcycle manufacturer

distinctive design and exhaust note

licensing of the Harley-Davidson logo amounts to approx. 5%of the companys net revenues.

Long-term relationships with the customers

Harley Davidson Perfume

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T-shirts

Jackets

Caps

Gloves helmets key chains

socks

ornaments etc.

Brand Extension

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Ponds is a unilever product

Ponds made a smooth transition from a cold cream to Age

defying creams, soap, face-wash, talc etc.

The attributes required in toothpaste case were simply

missing.

To consumers the brand Ponds was nothing but fragrance

& a consumer product for external application only

Thus perception of cleanness and freshness is taken so

differently in different

products.

Ponds toothpaste & extension failure

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Know what creates core value for your brand

Dont take something away that your most loyal consumers

love

To reach new audiences, start with your core brandpromise

Failure helps you learn and come back stronger

Bottom line: Know your brand. Your authenticity is what

creates connection and authenticity and connection

never go out of style even if the world around us

changes.

Case study learning

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Every market has a different culture, failure to understand

that culture while adapting a brand extension can lead tobrand failure

Cultural Failure

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McDonalds in India-

Changed their menu to suit the Indian taste palate.

They also began cooking their food in vegetable oil as opposed toanimal fat.

Removed beef and pork from the menu to appease religious values.

Dominos In India-

Changed menu for Indian people- introduced variants like PeppyPaneer, Tandoori Chicken etc.

Tupperware India- Introduced boxes keeping the Indian requirements in mind like 5kg

rice box & masala box amongst others.

Cultural Transitions

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Rebranding is a marketing strategy.

Rebranding efforts include a name change, new logo or

packaging and image, marketing strategy,

and advertising themes.

Goal is to influence a customer's perception about a product

Re-Branding Failure

Not thinking carefully before rebranding can risk underminingtheir previous marketing efforts.

Makes changes for the simple reason that this makes sense for

the company.

End up following in the ill-fated footsteps.

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Tropicana Products is an American multinational company

which primarily makes soft drinks.

It was founded in 1947 by Anthony T. Rossi in

Bradenton, Florida.

The company specialises in the production of orange juice.

TROPICANA

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PepsiCo re launched Tropicana with new packaging and created

a new advertisement to promote it.

The old design of an orange with a straw in it was replaced with

a glass of orange juice.

The normal screw cap was replaced with a squeezable capwhich had the appearance of half an orange.

TROPICANA Re-Branding

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Labelling

Information Structure

Tone of Voice

Typography

Imagery

Colour

Brand Speak

Affordances

Re-Branding Failure

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Never try to solve something which is not a

problem in the first place

Conclusion