How 'Marketing Science' Undermines Brands

Bruce Tait Fallon Brand Consulting Since starting Fallon Brand Consulting four years past we pass had a tremendous opportunity to see the versed workings of merchandising and brand management at a wide variety of companies. In this time, weve been shocked by the familiar malaise in the brand arena. There is a sense experience of hopelessness in many market departments where few hold strive for hammy, exponential growth through brand initiatives. Overall, the rate of the marketing department seems on the wane and many CEOs have focused on cost-cutting because they no longer believe dramatic top-line revenue growth is possible. In the US, brands like Campbells, Kodak, K-Mart, Polaroid, Oldsmobile and Levis were once standard-bearers for the motive of brands. Now all are very ill or, as is the case with Oldsmobile, dead; Levis has experienced breathtakingly precipitous declines over the break seven years. What does it say about our ability to manage brands when such an incredibly strong one can fall so far so fast? Differentiation crisis In 2000, twain research companies in the US teamed up to do a study of how well brands were identify in a assorted set of categories [1].

They looked at 46 product/service categories and build that the leading brands in 40 of these were becoming less differentiate in the minds of consumers. In four categories the leading brands were perceived to be maintaining their level of differentiation and in only two were they perceived to be dumbfoundting more identify. In support of this, Ernst & girlishs study of new brands showed upwards of 80% failing. The primary designer cited for failure? Lack of differentiation. Now any student of marketing can tell you that brands need to be relevant to their targets and differentiated from their competitors to be successful. But there is ample evidence that marketing has somehow lost the capacity to create and manage differentiated brands. This lack of differentiation forces brands to compete on the... If you want to get a full essay, order it on our website: Ordercustompaper.com

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