Brand Failures- When Do Good Brands Do Bad (A Case Study of Classic Example of Brand Failure: Pepsi café Chino)
Periodic Research (P: ISSN No. 2231-0045
RNI No. UPBIL/2012/55438 VOL.-III, ISSUE-IV, May-2015 E: ISSN No. 2349-9435 )
Abstract
Sr.Assistant Professor, The Business School, University of Kashmir, Srinagar
Pepsi was first introduced as “Brad's Drink” in New Bern, North Carolina, United States, in 1898 by Caleb Bradham, who made it at his home where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe. Pepsi‟s branding for many years failed to give the product a stand-alone identity and introduced many extensions. Successful brand line extensions are not entirely new products; they are simply new branches on the main plant. In order to optimize the power of the overall brand, line extensions have to make sense, be part of a long-term plan and reflect the core images and message of the brand. The present study empirically tests the factors which are responsible for brand failure in emerging markets by analyzing the example of Pepsi café Chino. The basic aim of this piece of research is to understand the way consumers evaluate the reasons as to why brands fail and seeks to make an attempt to learn where the main threats lie for brand failures. After all, we learn more from failure than from success. Emerging Indian market has witnessed failures varying from low magnitude to very high magnitude, however not much research has been done in this area. The present study empirically tests the factors which are responsible for brand failure in these emerging markets.
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