WHERE DID BRANDS MAKE MISTAKES? THE BIGGEST FAILURES OF WELL-KNOWN BRANDS IN 2017 AND 2018
WHERE DID BRANDS MAKE MISTAKES? THE BIGGEST FAILURES OF WELL-KNOWN BRANDS IN 2017 AND 2018
Author(s): Pavol MinárSubject(s): Social Sciences, Economy, Media studies, Communication studies, Sociology, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising; brand; brand failures; Dove goodvertising; H&M; Heineken; Lidl; Lush; marketing; marketing communication; McDonald’s; old marketing; Pepsi;
Summary/Abstract: Case studies in publications on advertising and marketing in the vast majority of cases focus on success stories, with the clear intention of teaching the lessons that led to their success. It is just as interesting to examine failures, or specifically instances where marketing and advertising interventions turned out poorly for brands. They may be used as an example of steps that other brands should avoid. This article focuses on the latest such examples (exclusively from 2017 and 2018) of these failures and analytically examines where brands made mistakes. As this article shows, even the world’s largest brands make serious mistakes.
Journal: Megatrendy a médiá
- Issue Year: 5/2018
- Issue No: 1
- Page Range: 464-488
- Page Count: 25
- Language: English
