ENGLISH

Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

By Matt Haig

Book information

Publisher
Kogan Page
Year
2003
ISBN
0749439270, 9780749439279
Open Library ID
OL22522816M
Language
english
Format
PDF
Filesize
1 MB (1130354 bytes)
Pages
318\318
Topic
Business
Time added
2011-01-26 19:25:26

Description

What do Coca-Cola, McDonald’s, IBM, Microsoft and Virgin have in common? They have all launched new branded products that have failed - spectacularly and at great cost. "Brand Failures" looks at how such disasters occur. It looks at those brands that have launched with the help of multi-million dollar advertising campaigns and then sunk without trace. Matt Haig recounts classic examples from every era of branding including more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of "lessons learnt", so providing "how not to" advice. Some of the brand disasters covered are: Coca-Cola (New Coke), Chevy, Fender, Harley-Davidson, IBM, Microsoft, McDonalds’s, Mr. Donut, Perrier, Pets.com, Quaker, Sony, Tang and Virgin.

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