BRAND MARKETING

Brand Marketing

Introduction

A product that is manufactured or produced by a company under a particular name is called a brand name. Some brands have already established names but some are new. It is not necessary that a product under a successful brand name will also be a huge success or will capture those markets for the company. Similarly a product under unsuccessful brand name does not mean that the product will also be a huge failure. If people like that product then that unsuccessful name will turn successful in no time. So in simple words people want the product according to their desire. Probably some people would buy a product because of its success brand name and after experiencing it they might don't like that product and will resist themselves from buying other products of the company as well. So a failure brand might cause a negative impact on the company. A product should be according to the needs of people and their desires.

There are many brand failures in the whole world including some big brand names. And there are also many brand success stories that become the lesson for other organizations and brands. There are examples that a company with a good reputation in market came up with consecutive failures and also there are examples that fail brands have come up with something extraordinary. Considering this in mind I m going to explain the following brands, two with massive failures and two with great hits in the markets (Kerin, 2009pp. 454).

Discussion

Apple TV

We all have heard this great saying by someone “An apple a day keeps the doctor away”. But what if the apple becomes rotten? There is no doubt that Apple has revolutionized this world and has produced products that seem to be out of this world. Products like Iphones, iPad and iPod have really made people to change their life styles.

After such a long success story of Apple Inc. it does not mean that Apple's every product will going to be a huge hit in the market. There is one of its products that have hurt Apple really badly. And that product is Apple TV. Company spent millions of dollars to design this product and came up with a TV which did not compel the consumer at all. Apple has a long described TV as a 'hobby' because the right way to create a compelling TV was not figured out by them. The major factors that is considered to be as the failure of Apple TV is the company's way of going against the design philosophy of everyone and their successful products (Haig, 2003pp. 23).

Apple is a software company which earns money by selling hardware. They monetize Mac OSX by selling high end desktops and laptops. IPod and ITunes are those two mind blowing software, which are monetized by selling iPods. iOS, a great mobile operating system that they monetize by selling Iphoness and touch IPod.

Then Apple TV was launched by Apple but unfortunately turned out ...