Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time [Lingua inglese] - Brossura

Haig, Matt

Brossura

ISBN 10: 074946299X ISBN 13: 9780749462994

Casa editrice: Kogan Page, 2011

Riassunto

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

Brand Failures takes a look at how such disasters occur.  In this updated edition of Matt Haig's book, we're given the inside story of 100 major brand blunders.  Haig describes the brands that have launched with the help of multi-million dollar advertising campaigns only to sink without a trace.  From brand mistakes made by successful blue-chip companies to lesser-known but hilarious bomb-shells, he explains what went wrong in every case and provides a valuable checklist of lessons learned.  A tour of Matt Haig's hall of failure will alert readers to potential dangers and describe how to ensure a long, healthy life for a brand.

Su questo libro

Recensione:

"An entertaining and useful read. As a ready crib for the most famous brand foul-ups, this book is hard to beat." (The Financial Times 2018-08-17)

"This book is a lot of fun. Haig wants to educate as well as to entertain, and at this he succeeds." (Journal of Consumer Marketing 2018-08-17)

Descrizione del libro:

Features spectacular case studies from some of the world's largest brands, including Coca-Cola, Microsoft, Harley Davidson, Virgin, McDonalds, Sony and IBM

Exposes the Fortune Top 1000 companies that have wasted $60 billion a year on brand development efforts

Reveals what went wrong in some of the biggest brand failures in history, and provides a valuable checklist of the key lessons learned from each

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2011
• ISBN 10: 074946299X
• ISBN 13: 9780749462994
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 256