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How Pepsi, Intel, McDonald's messed up their branding strategy: Brand Failures

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How Pepsi, Intel, McDonald's messed up their branding strategy: Brand Failures

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Crash Course participants were asked to read the book "Brand Failures" by Matt Haig and reflect on what they learned from the book.
Based on their learning they prepared presentations.
This presentation is created by
Afroj Chandra
BBA Finance Department
University of Dhaka
She is a participant at Crash Course Season 02!
#CCBD #crashcoursebd #1podium1bangladesh

Crash Course participants were asked to read the book "Brand Failures" by Matt Haig and reflect on what they learned from the book.
Based on their learning they prepared presentations.
This presentation is created by
Afroj Chandra
BBA Finance Department
University of Dhaka
She is a participant at Crash Course Season 02!
#CCBD #crashcoursebd #1podium1bangladesh

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How Pepsi, Intel, McDonald's messed up their branding strategy: Brand Failures

  1. 1. “ “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos
  2. 2. A word or words A color combination A shape
  3. 3. increasing salesand ensuring growth since the dawn of capitalism. Brand identity has been the single most important factor for
  4. 4. was developed to products from failure.
  5. 5. public anxious
  6. 6. Brands Saved the day!
  7. 7. Does that mean brands never fail? Absolutely Not!
  8. 8. Things are no more like back in the 19th century….Today, in the 21st century, the picture is totally different.
  9. 9. in trouble. of their own success.Ifaproduct , it’s the brand that’s at fault.
  10. 10. In brief Itisan Way to use to sell. But when it costs a lot.
  11. 11. Brand Failures
  12. 12. But why do brands fail?
  13. 13. Let’s have a look on some brand failures
  14. 14. Pepsi In Pursuit of Purity
  15. 15. Pepsi took “Crystal Pepsi” in market in 1992 “Crystal Pepsi” failed and “Crystal” from Pepsi came in 1994 The situation got worse than the predecessor
  16. 16. Beside that, Pepsi had problem with its identity . Its logo had to face the challenge of differentiating Pepsi from coca cola with its poor color and style for a long time.
  17. 17. AfterBackToBack Pepsi finally admitted defeat and scratched off the idea of “clear cola”.
  18. 18. However, the idea of “Presenting clear and pure” helped Pepsi to bring out “ Aquafina”, which was, and still is a satisfactory product.
  19. 19. As for the logo problem, Recently, has sacrificed red for mainly blue to create a stronger distinction between the two leading brands. Now Coca-Cola equals red and Pepsi equals blue.
  20. 20. If you spot a hole in the market, it doesn’t mean that you should fill it. Just because clear cola didn’t exist, it didn’t mean it had to be invented. Crystal failed once, but Pepsi still believed the world was crying out for a clear cola. The second version fared even worse than the first. Differentiate yourself from your main competitor. For any business, it is important.
  21. 21. Intel’s Pentium Chip Problem? What Problem?
  22. 22. Problem In The Chip In 1997, a professor of mathematics found a glitch in Intel’s Pentium chip. He discovered that the mathematical functions for the chip’s complicated formula were not consistently accurate. The professor sent an article about his findings to a small academic newsgroup. This put a negative impact on intel.
  23. 23. Consequences Intel kept on denying the issue Intel’s share value dropped by over 20 points The media pointed to Intel for proper response The news of faults spread quickly in the media
  24. 24. when IBM’s declaration that Intel
  25. 25. Xerox Data Systems More Than Copiers?
  26. 26. A Disastrous Ambition Xerox is one of the best branding success stories of the 20th century. The company didn’t just create a new product, it invented a whole new category. Even today, many people use the term “Xerox Copy” instead of “photocopy”. The Xerox Company started in 1949, with the first photocopier or Xerox machine. Since then it was nothing but success that kept on company with Xerox…
  27. 27. From 1970, the company expressed its desire to stretch beyond copying into the field of computer and other technologies. Which led to market several products. Xerox Data System Tele copier Memory writer
  28. 28. Unfortunately…all of these attempts failed and caused a huge lose to Xerox. Customers seemed to refuse to think of Xerox for any product other photocopy machines.
  29. 29. So, after all attempts failed, Xerox went back to making Photocopiers.
  30. 30. Trying to transform itself into an IBM-style ‘information business’. Forgetting that brands are bigger than products Spending too much time and energy looking into a future which didn’t exist
  31. 31. Enron Failing The Truth
  32. 32. A white Lie Staining Black on Success In the relatively short space of 15 years, Enron rose from nowhere to become the seventh largest company in the United States, and the most well-known energy supplier in the world. It boasted over 21,000 employees and had a presence in more than 40 countries.
  33. 33. Achievements “Most Innovative Company in America” Award High Position in the rankings in “Best Companies To Work For” An image of good citizenship
  34. 34. However,in 2001–02 this turned out to be a lie – one of the in corporate history. The company’s profit statements were proved to be untrue, and it emerged that massive debts had been hidden so that they weren’t evident in the company’s accounts. Enron’s accountancy firm, Arthur Andersen, was involved in the shredding of documents relating to Enron’s accounts, which meant the impact of the scandal was going to be catastrophic for that firm’s reputation as well. Over the years, Enron depicted itself as a highly profitable, growing company.
  35. 35. With the unfolding of deep deception, investors and creditors retreated Farm had to record themselves as bankrupted Enron executives made matters worse by refusing to testify and arguing that they had no chance of a fair trial. Consequences
  36. 36. also had political implications, because of the firm’s close links with the Enron involvement
  37. 37. The whole company image portrayed by Enron proved to be a complete fraud. And as soon as one lie emerged, it didn’t take too long before the rest were unraveled Though Enron tried to project the image of perfection, they couldn’t keep it legal. Any illegal product, no matter how good the quality is, is always aborted Enron managed to make a terrible situation even worse by refusing to acknowledge any wrongdoing after the facts emerged
  38. 38. McDonalds Arch Deluxe
  39. 39. An Expensive Loss Arch Deluxe
  40. 40. These failures are more However
  41. 41. After all….
  42. 42. “ “If you are not prepared to be wrong, you will never come up with anything ORIGINAL..” - Ken Robinson

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