Brand Failures
The Truth About the 100 Biggest Branding Mistakes of All Time
Seiten
2005
Kogan Page Ltd (Verlag)
978-0-7494-4433-4 (ISBN)
Kogan Page Ltd (Verlag)
978-0-7494-4433-4 (ISBN)
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This is the first examination of the world's top 100 spectacular brand disasters.
"Welcome to the brand graveyard... while these branding 'horror stories' may suggest that failure is inevitable, their example has helped to identify the danger areas. It is hoped, then, that this book will provide an illuminating if rather frightening read." Matt Haig
It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Brand Failures is a fascinating look at how such disasters occur. It describes those brands that set sail with the help of multi-million dollar advertising campaigns, only to sink without trace. In a highly readable and entertaining style, Matt Haig starts with classic examples from every era of branding and moves towards 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.
"Welcome to the brand graveyard... while these branding 'horror stories' may suggest that failure is inevitable, their example has helped to identify the danger areas. It is hoped, then, that this book will provide an illuminating if rather frightening read." Matt Haig
It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Brand Failures is a fascinating look at how such disasters occur. It describes those brands that set sail with the help of multi-million dollar advertising campaigns, only to sink without trace. In a highly readable and entertaining style, Matt Haig starts with classic examples from every era of branding and moves towards 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.
Matt Haig is an acclaimed author and journalist. Some of Matt's Kogan Page titles include: E-PR: The Essential Guide to Public Relations on the Internet; Mobile Marketing: the Message Revolution; and The E-marketing Handbook. A regular contributor to the business press, Matt is also the author of the best-selling novel, The Last Family in England (Vintage).
Content includes: Classic failures; Idea failures; Extension failures; PR failures; Culture failures; People failures; Rebranding failures; Internet and new technology failures; Tired brands.
Erscheint lt. Verlag | 3.8.2005 |
---|---|
Verlagsort | London |
Sprache | englisch |
Maße | 135 x 216 mm |
Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Journalistik |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 0-7494-4433-9 / 0749444339 |
ISBN-13 | 978-0-7494-4433-4 / 9780749444334 |
Zustand | Neuware |
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