Brand failures : the truth about the 100 biggest branding mistakes of all time / Matt Haig.

Format:

Book

Author/Creator:

Haig, Matt.

Language:

English

Subjects (All):

Branding (Marketing).

Brand loyalty.

Brand choice.

Physical Description:

xiv, 242 pages ; 22 cm

Edition:

Second edition.

Place of Publication:

London ; Philadelphia : Kogan Page, 2011.

Summary:

Haig, a writer and journalist, offers stories of brand failures from the 1950s forward. Entries vary in length and most end with a few points under the heading "Lessons from ...". In the preface he speculates that the reason for the previous edition's popularity was the reality that the majority of new brands do experience failure, therefore business leaders seeking to introduce a new brand would likely benefit from a quick perusal. This new edition covers 101 brand failures and includes the stories of a couple of new brands affected by the recent credit crunch. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

Contents:

Classic failures

Idea failures

Extension failures

PR failures

Culture failures

People faiures

Business cycle failures

Rebranding failures

Internet and new technology failures

Tired brands.

Notes:

Rev. ed. of: Brand failures : the truth about the 100 biggest branding mistakes of all time. 2003.

Includes bibliographical references and index.

ISBN:

9780749462994

074946299X

9780749463007

0749463007

OCLC:

697980006