Brand failures : the truth about the 100 biggest branding mistakes of all time / Matt Haig.
By: Haig, Matt
.
Publisher: London : Kogan Page, 2003Description: viii, 310 p. ; 24 cm.ISBN: 0749439270.Subject(s): Branding (Marketing) | Brand loyalty | Brand choiceDDC classification: 658.827
Contents:
1. Introuction. 2. Classic failures. 3. Idea failures. 4. Extension failures. 5. PR failures. 6. Culture failures. 7. People failures. 8. Rebranding failures. 9. Internet and new technology failures. 10. Tired brands.
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Includes bibliographical references (p. [301]-302) and index.
1. Introuction. 2. Classic failures. 3. Idea failures. 4. Extension failures. 5. PR failures. 6. Culture failures. 7. People failures. 8. Rebranding failures. 9. Internet and new technology failures. 10. Tired brands.