Tuesday, 22 December 2015

3 Successful & 3 Unsuccessful Brand

3 Successful Brand:

Pepsi - has changed its logo, and even its name, over the years, but the soft drink company has remained relevant by catering to customers. During the Great Depression, Pepsi branded itself as the cheaper, tastier version of Coca-Cola. And in the ’50s, the brand targeted the untapped African-American audience.

Nike - The athletic apparel giant has been able to succeed for generations because it’s constantly changing to meet market needs. When the company started in 1964, most people couldn't have even dreamed of the Internet. And Michael Jordan was a toddler. But, as the years passed, Nike geared up to compete. Imagine the outcome had Nike drawn its signature "swoosh," then sat back and said, “We’re good for this generation.” The swoosh would be dead and buried at this point.
So, the lesson is clear: If you want your brand to last more than a few months, you should emulate Nike. At the core of this essential strategy is communication. Branding, after all, is a feeling that founders convey to staff, and the staff conveys to consumers.

Warby Parker - An affordable, stylish eyeglass retailer whose philosophy encompasses sophistication, purpose and fun, Warby Parker has seen steadily building consumer awareness and sales that have jumped by several hundred percent each year since its 2010 launch.Co-founder and co-CEO Neil Blumenthal says the New York City-based company--named for the obscure Jack Kerouac characters Warby Pepper and Zagg Parker--tries to deliver on its promise by designing stylish frames using premium materials and offering them at the game-changing price point of $95, including prescription lenses.The company also has a "buy a pair, give a pair" program that helps low-income men and women start their own businesses selling affordable glasses and is one of the world's only carbon-neutral eyewear manufacturers. "Warby Parker exists to demonstrate that you can be profitable and do good in the world, at scale, without charging a premium for it," Blumenthal says.
That positioning has struck a chord among consumers, says Tracy Lloyd, partner at San Francisco brand strategy and design consultancy Emotive Brand. "Today, consumers want their brands to matter more; they'll support the brands that align to their values and are meaningful to them," she says. "This give-back mentality really resonates with people."Of course, serving up a great user experience and a bit of quirk doesn't hurt. Warby Parker emphasizes speedy and efficient customer service, and offers innovative shopping experiences such as a try-at-home option and a mobile retail pop-up shop housed in a renovated school bus.
Last year the company opened six new showrooms and doubled its employee ranks. Blumenthal attributes the rapid growth in part to the fact that the brand has meaning for many types of consumers, from style mavens to the socially conscious.

3 Unsuccessful brands:

Rasna Ltd. - Is among the famous soft drink companies in India. But when it tried to move away from its niche, it hasn’t had much success. When it experimented with fizzy fruit drink “Oran jolt”, the brand bombed even before it could take off. Oran jolt was a fruit drink in which carbonates were used as preservative. It didn’t work out because it was out of synchronization with retail practices. Oran jolt need to be refrigerated and it also faced quality problems. It has a shelf life of three-four weeks, while other soft- drinks assured life of five months.

Ben Gay - Having a big name behind a new product doesn’t guarantee success – and sometimes it can even be a hindrance, if the brand is too closely tied to a single product or image. Ben-Gay is most known for its unique strong smell – and this pain-relieving balm’s warming/burning sensation upon contact with skin. Not exactly a good fit for the Ben-Gay aspirin product originally launched by Pfizer years ago. As an article noted, while the products were associated in that they were designed for pain relief, people just couldn’t get a taste for swallowing something made a brand they associated with a burning sensation. Ben-Gay made the fatal mistake of attaching a recognizable brand name to something totally out of character.


Microsoft's Zune - first introduced this portable media player in 2006, with several new generations of the device to follow. The Zune faced several major challenges: namely, inevitable comparisons to the iPod, which rules the portable media marketplace, and the fact that its software is only available for Windows (so far). In a financial report covering the fiscal quarter ending in December 2008, Microsoft said Zune revenues had decreased by 54%, or $100 million. Laermer blames the bust on several factors, including software that was constantly changing and iPod’s head start of several years in the market

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