Brand Failures

The work of an independent advertising consultant, this book analyzes the biggest failures encountered by world-famous brands, such as Coca-Cola, Harley, Polaroid, etc.
The book is essentially devoted to the nine types of brand failure that the author has identified in the course of his experience, offering concrete examples for each. Every case is described in great depth and accompanied by the lessons that such unfortunate experiences tend to inspire.
Particularly memorable is chapter 4, devoted to the failures connected with inappropriate extensions of the product range and which consequently tend to damage the brand. Chapter 8 is focused on the various attributes of the brand (logo, advertising spots, etc.) and thus underlines the role that each plays in building the brand image. In Chapter 9, failures are studied with regard to the inappropriate or nonexistent use of new technologies, such as the Internet. It defends the point of view according to which brands are considered to appear dynamic and modern if they are able to utilize new media and communication vehicles effectively.
Finally, chapter 10 deserves special attention due to its specific coverage of the failure of brands in decline. The greatest examples of brand aging are related in great detail, such as that of Oldsmobile (General Motors).