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Brand failures

Author: Matt Haig
Publisher: London ; Sterling, VA. : Kogan Page, 2003.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:

A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Haig, Matt.
Brand failures.
London ; Sterling, VA. : Kogan Page, 2003
(DLC) 2003000966
(OCoLC)51519798
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Matt Haig
ISBN: 0585450374 9780585450377 0749439270 9780749439279
OCLC Number: 52344724
Description: 1 online resource (viii, 310 pages)
Contents: Contents 1. Introduction Why brands fail Brand myths Why focus on failure? 2. Classic failures 1. New Coke 2. The Ford Edsel 3. Sony Betamax 4. McDonald's Arch Deluxe 3. Idea failures 5. Kellogg's Cereal Mates 6. Sony's Godzilla 7. Persil Power 8. Pepsi 9. Earring Magic Ken 10. The Hot Wheels computer 11. Corfam 12. RJ Reynolds' Smokeless Cigarettes 13. Oranjolt 14. La Femme 15. Radion 16. Clairol's 'Touch of Yoghurt' shampoo 17. Pepsi AM 18. Maxwell House ready-to-drink coffee 19. Campbell's Souper Combo 20. Thirsty Cat! and Thirsty Dog! 4. Extension failures 21. Harley Davidson perfume 22. Gerber Singles 23. Crest 24. Heinz All Natural Cleaning Vinegar 25. Miller 26. Virgin Cola 27. Bic underwear 28. Xerox Data Systems 29. Chiquita 30. Country Time Cider 31. Ben-Gay Aspirin 32. Capital Radio restaurants 33. Smith and Wesson mountain bikes 34. Cosmopolitan yoghurt 35. Lynx barbershop 36. Colgate Kitchen Entrees 37. LifeSavers Soda 38. Pond's toothpaste 39. Frito-Lay Lemonade 5. PR failures 40. Exxon 41. McDonald's -- the McLibel trial 42. Perrier's benzene contamination 43. Pan Am 44. Snow Brand milk products 45. Rely tampons 46. Gerber's PR blunder 47. RJ Reynold's Joe Camel campaign 48. Firestone tyres 49. Farley's infant milk 6. Culture failures 50. Kellogg's in India 51. Hallmark in France 52. Pepsi in Taiwan 53. Schweppes Tonic Water in Italy 54. Chevy Nova and others 55. Electrolux in the United States 56. Gerber in Africa 57. Coors in Spain 58. Frank Perdue's chicken in Spain 59. Clairol's Mist Stick in Germany 60. Parker Pens in Mexico 61. American Airlines in Mexico 62. Vicks in Germany 3. Kentucky Fried Chicken in Hong Kong 64. CBS Fender 65. Quaker Oats' Snapple 7. People failures 66. Enron 67. Arthur Andersen 68. Ratner's 69. Planet Hollywood 70. Fashion Caf? 71. Hear'Say 72. Guiltless Gourmet 8. Rebranding failures 73. Consignia 74. Tommy Hilfiger 75. BT Cellnet to O2 76. ONdigital to ITV Digital 77. Windscale to Sellafield 78. Payless Drug Store to Rite Aid 79. British Airways 80. MicroPro 9. Internet and new technology failures 81. Pets.com 82. VoicePod 83. Excite@Home 84. WAP 85. Dell's Web PC 86. Intel's Pentium chip 87. IBM's Linux graffiti 88. boo.com 10. Tired brands 89. Oldsmobile 90. Pear's soap 91. Ovaltine 92. Kodak 93. Polaroid 94. Rover 95. Moulinex 96. Nova magazine 97. Levi's 98. Kmart 99. The Cream nightclub 100. Yardley cosmetics References
Responsibility: Matt Haig.

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"Anyone with a professional interest or involvement in brand management should read this book." Anthony Di Benedetto, Professor of Marketing, Temple University, Journal of Consumer Marketing Read more...

 
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