Brand failures : the truth about the 100 biggest branding mistakes of all time

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Title:

Brand failures : the truth about the 100 biggest branding mistakes of all time

Author:

Haig, Matt.

ISBN:

9780749462994

Personal Author:

Haig, Matt.

Edition:

2nd ed.

Publication Information:

London : Kogan Page, 2011.

Physical Description:

xiv, 242 p. ; 22 cm.

General Note:

Previous ed.: 2003.

Abstract:

In this new updated edition of the classic Matt Haig best-selling book, we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, he reveals what went wrong in every case and provides a valuable checklist of lessons learnt.

Subject Term:

Product management.

Brand name products.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025551421	658.827 H149B 2011	1	Searching... Unknown

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Summary

What do Coca-Cola, McDonald's, IBM, Microsoft and Virgin all have in common? Yes, they are all global giants, but what they are less recognized for are the many branded products they have launched which bombed spectacularly - and at great cost.

Brand Failures takes a riveting look at how such disasters occur. This new edition of Matt Haig's best-selling book, provides the inside-story of 100 major brand blunders that make for jaw-dropping reading. Brand Failures explores the brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without a trace. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-shells, it reveals what went wrong in every case and provides a valuable checklist of lessons learnt for each.

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