Problem Brands
The 12 most important Problem Brands
We see brands as an association network in the brain of human beings. Problem Brands are brands that have negative associations and/or lack crucial ones.
- Dusty brands (lack off dynamism): Nova (TV program)
- Out of Touch brands (don’t fit into the ‘zeitgeist’): Old Spice
- Undifferentiated brands (brands without differentiation): FBTO, OHRA (insurance)
- Suspicious brands (suspected off bad product quality): Yugo, Ikea and Saab
- Left Brain brands (you buy only for rational reasons): Many private labels
- Taboo brands (you like like, but do not dare to show to others): Skala (rental of electronics), Lonsdale
- Kelvin brands (vague, without clear associations): Vivazzi, Kelme
- Donut brands (without an identity that radiate emptiness): Yorin (TV Network)
- Fragmented brands (incoherent associations): Dommelsch (beer)
- Prison brands (trapped in an image and very difficult to reposition): Joop Doderer / Swiebertje (a former TV star in NL)
- Scandal brands (have been damaged by scandals): Ahold, Enron
- Autonomous brands (strongly suggest ‘something wrong or untrue’): Mitsubishi GDI (is not a diesel)
These problem brands and a number of solutions are examined in detail in ‘Een Nijlpaard onder het tapijt’. For information on this matter, kindly contact
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