Consumers hated the changed taste and it had to be replaced with the Classic Coke

IIPM PUBLICATION
The aftermath is history now – consumers hated the changed taste and it had to be replaced with the Classic Coke. So did their brand value help them in any way? Did brand loyalty come to their aid? Certainly not! Yes, there are many other examples which stand strong testimony to the fact that sheer reliance on brand value or brand loyalty has caused shareholders to lose their money! And while experts talk about strong brands, building a safety net for the companies, the truth is – the only way to build that safety net is by rolling out products and innovations at the same time, which will, in turn, also ensure that the brand remains alive! In short, keep the consumers smiling! And for this, companies cannot rely on just one single powerful brand and must learn to distribute faith on a portfolio of brands, just as Meera Mullick- Kanwar, Director, Interbrand asserts strongly, “Some brands don’t have the flexibility to maintain the relevance of a constantly evolving target market...”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative