Example of Why Do Brands Fail?

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Branding Assignment- Mket 434 Example of Why do brands fail? Branding is now everything. Companies are diligently working on building strong brands that will keep their company alive. This means that customers are no longer looking for the physical product on the shelves but rather buying the product based on its brand image in the market. And so companies are defined by their brand images, if anything went wrong with the brand image and it suffered the whole company will suffer. In his book, Brand Failures Matt Haig says: "Brands may have helped companies such as McDonald’s, Nike, Coca-Cola and Microsoft build global empires, but brands have also transformed the process of marketing into one of perception-building." And brand perception in the eye's of consumers is more valuable than the product itself, but yet this concept is fragile if the brand lose its strong bond with consumers it will lose its value overnight. That's a main reason of why brands fail. In this assignment I will discuss two classic brand failures which are "New Coke" from Coca Cola Company and "The Ford Edsel" from Ford Motors Company. 1) On 23 April 1985 New Coke was introduced from the Coca Cola Company and a few days later the production of original Coke was stopped. This event was considered as the biggest marketing blunder of all time. The main reason was the contradictory image that Coca Cola sent to its consumers. At first when it introduced its product Coca Cola, it was advertised as the "real thing" in 1942 and then introduced the New Coke as "The new real thing" this contradiction had terribly affected the company and built a misconception image among the consumers. In some way we can branch out from this main reason into:- a. Coca Cola didn't concentrate on the brand's perception it rather focused on introducing new formula for its original coke. b. The

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