Here is the translation of the given content into English: "100 Classic Examples of Brand Failure"

Author: Matt Heeg
Publisher:
Publish Date: 2004-06-01
Features: "What you learn from failure is often more than what you learn from success. Matt Heeg's new book is like a gold mine, offering many constructive pieces of advice. If you ignore these pieces of advice, you will have to pay the price." Some business books can capture your attention, bring you pleasure, and provide you with good advice. Such books are worth reading immediately, and Brand Failure Classics 100 Cases is just such a book. You had better read it now, rather than waiting for it to be republished. What do companies like Coca-Cola, McDonald's, IBM, Microsoft, and Virgin have in common? Yes, they are global giants that have achieved remarkable success worldwide, but few people realize that they have also launched some failed brand products—amazing, costly failures. This book compiles 100 such painful business lessons, from Ford's Ethel and New Coke to the present-day Arthur Andersen and Enron. The author examines the behind-the-scenes stories of these major brand failures with great interest and engaging style, analyzes the reasons for each case's mistakes, and offers highly valuable lessons. These cases are categorized as follows: classic failures, conceptual failures, extension failures, PR failures, cultural failures, human failures, brand relaunch failures, internet and new technology failures, and tired brands. The survival of a company depends on the strength of its brands, and failure can be fatal. Don't let your brand end up in the "graveyard." The journey through Matt Heeg's "House of Failure" will remind you of potential dangers and tell you how to ensure your brand remains long-lasting and healthy.