Stephen raj

Lingesh
Sandhiya
sonal
Brand ..?
Brand failures
Deadly signs
Types of failures
Brand is not a logo

Brand is not a product

Brand is not an identity


SO WHAT EXCATLY IS A BRAND ?

A BRAND IS A
PERSONS GUT FEELING
ABOUT A PRODUCT,
SERVICE,
OR ORGANIZATION.

BRAND is a "Name, term, design, symbol, or a combination
of them ,intended to identify the goods and services of one
seller or group of sellers and differentiate from competitors.


The withdrawal of the product/brand from the market for any
reason
The inability of a product/brand to realize the required
market share to sustain its presence in the market
The ultimate failure of a product to achieve profitability.
Not understanding the target market segment
Ineffective promotion
Incorrectly priced too high or too low


To provide an advice not to do by drawing on some of the
largest branding blunders of all time.

While these branding horror stories may suggest that failure
is inevitable, their example has helped to identify the key
danger areas.

Studying the history of product failures may generate some
insight into the reason for those failures and create a list of
factors that may increase the opportunity for success.
You learn more from failure than you can from success
Failure is the mother of
innovation

Not understanding the consumer needs and
requirements.
Not delivering the communicated
brand commitment.
Lack of interlinking Brand Planning and
Business Strategic Planning together.
Decrease in service quality and product
deliverables.
Increase in product / service costs.




Branding is simply a more efficient way to sell things.

Although this is true, this new focus means that perfectly
good products can fail as a result of bad branding.

So while branding raises the rewards, it also heightens
the risks

Something happens to break the bond between the customer and the
brand

This is not always the fault of the company, as some things really
are beyond their immediate control (global recession, technological
advances, international disasters etc).

This altered view is a result of one of the following seven deadly
sins of branding
BRAND AMNESIA
BRAND EGO
BRAND MEGALOMANIA
BRAND DECEPTION
BRAND FATIGUE
BRAND PARANOIA
BRAND IRRELEVANCE
For old brands, as for old people, memory becomes an
increasing issue.
Forgets what it actually brand stands for?
Long standing brand want to replace with new radical
identity, Coca-cola tries to replace with new coke ,results are
disastrous
When a business forgets its identity, disregards past
learnings, and fails to learn new information it has
contracted BRAND AMNESIA.
Sometimes over estimating their own importance, their own
capability



Brand ego leads to brand megalomania

Brand want to take over the world by expanding into every
product category

Some brands see the whole marketing process as an act of
cover up the reality of their product.

In extreme cases, the trend towards brand fiction can lead to
downright lies
Some companies get bored with their own brands.

You can see this happening to products which have been on
the shelves for many years, collecting dust.

When brand fatigue sets in creativity suffers, and so do sales.
This is the opposite of brand ego and is most likely to occur
when a brand faces increased competition.

Typical symptoms include: a tendency to file lawsuits against
rival companies, a willingness to reinvent the brand every six
months, and a longing to imitate competitors
When a market radically evolves, the brands associated with
it risk becoming irrelevant and obsolete.

Brand managers must strive to maintain relevance by staying
ahead of the category
Classic failures
Idea failures
Extension failures
PR failures
Culture failures
People failures
Rebranding failures
Internet and new technology failures
Tired brands
New coke
The ford edsel
Sony beta max
Mac Donald's arch deluxe
Pepsi: in pursuit of purity
The hot wheels computer
Maxwell House ready-to-drink coffee

Harley Davidson perfume: the sweet smell of
failure
Ponds tooth paste
Perriers benzene contamination
Farleys infant milk


Hallmark in France
Pepsi in Taiwan
Schweppes Tonic Water
Coors in Spain

Enron

Micro pro
British airways
Pay less drug store to rite aid

Dells web pc
Intel pentium chip
IBMS linux graffiti

Pears soap
Yardley cosmetics

Service is an act or performance offered by
one party to another that is essentially
intangible and does not result in the
ownership of anything.

Services marketing is a sub field of marketing
which covers the marketing of both goods and
services.
Activity or benefit that one party can offer to
another that is essentially intangible and does
not result in the ownership of anything.
Its production may or may not be tied to a
physical product.


Product
Place & Time
Promotion & Education
Price
Physical Environment
Process
People
Importance of relationships:
Relationships are a key factor when it comes
to the marketing of services. Since the product is
intangible, a large part of the customers buying
decision will depend on the degree to which he
trusts the seller.



Today the scenario retaining customers is
even more important than attracting new ones.
Since services are usually generated and
consumed at the same time, they actually
involve the customer in service delivery
process by taking into consideration his
requirements and feedback.
Due to the increasing homogeneity in
product offerings, the attendant services
provided are emerging as a key
differentiator in the mind of the consumers.
Eg: In case of two fast food chains serving a
similar product (Pizza Hut and Dominos),
more than the product it is the service
quality that distinguishes the two brands
from each other..
Service Delivery System
Other Contact Points

Service Operations System






Backstage Front Stage
(Invisible) (Visible)



The
Customer
Technical
Core
Interior & Exterior
Facilities
Equipment
Service People
Other
Customers
Other
Customers
Advertising
Sales Calls
Market Research
Surveys
Billing / Statements
Miscellaneous Mail,
Phone Calls, Faxes, etc.
Random Exposure to
Facilities / Vehicles
Chance Encounters
with Service Personnel
Word of Mouth
Service Delivery System
Service Operations System Other Contact Point

Mail

Self Serv.
Equipment

Phone,
Website

Backstage Front stage


Technical
Core





Customer
Advertising

Market Research
Surveys

Word of Mouth


Customer
Branding is a major strategic issue for service
marketers.
Marketers believe, its not naming a service but
there is something more in it.
Service characteristics such as intangibility,
variability, perishability, make a branding a
strategic requirement in order to promote
beliefs.
It provide corporate identity in recognition.
It offers a powerful tool for relationship
building.
It helps to create an image of quality &
consistency.
It reduces price comparison
It encourages repeat usage using sales
promotion
It support positioning strategy.
New service offers get quick response.
Market penetration become easy.
It helps the customers to develop value
perceptions.
It keeps the current customer satisfied by
developing in sustaining a unique service
advantage.




THANK YOU