Brands Failure: Factor Analytic Findings

Kausar Saeed, Kamran Ahmad Siddiqui

Abstract


The major objective of this study was to summarize the brand failures in Pakistan from three different dimensions (a) indicators for brand failure, (b) reasons of brand failure and (c) tactics to save brands from permanent failure. The study benefited from both qualitative and quantitative methods. In the initial phase interviews and focus groups with senior marketing professionals developed the questionnaire. In the confirmatory part 196 respondents participated in the surveys who were brand experts in their fields. Data related to indicators of brand failures, reasons of brand failure, tactics to save the brand from permanent was analysed using Exploratory Factor analyses separately. Findings of the study suggested that indicators of brand failure can be categorized in two classes; one related to the Brand Promotional aspect and the other is Brand Performance in the market. Reasons for brand failures are summarized into seven categories i.e., Branding Pillars, Branding Incompetence, Brand Performance, Brand Origin, Brand Image, Brand Competition and Brand Strategy. The study has also summarized the tactics to save the brand from permanent failure into three tactics i.e., Macro Branding, Micro Branding and Core Branding Practices.


Full Text:

PDF

References


Haig, M. (2005). Brand failures: the truth about the 100 biggest branding mistakes of all time. Kogan Page Publishers.

Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L., (2006) Multivariate Data Analysis, 6th Ed., Prentice Hall, New Jersey.

Hussain, K., & Siddiqui, K.A., (2016). “Women dyads have Higher IGI on brand preferences”, Science International, 28(1), 509-512

Jumani, J., & Siddiqui, K., (2012). “Bases of Islamic Branding in Pakistan”, Interdisciplinary Journal of Contemporary Research In Business, 3(9) pp:840-847

Khakhan, M., & Siddiqui, K., (2013). “Why brands fail in Pakistan”, 5th South Asian International Conference on Management, Innovation, Leadership, Economics, and Strategy, December 4th – 6th 2013, Bhurban Murree Hills-Pakistan

Khakhan, M., & Siddiqui, K.A., (2015) “Women’s Perceptions towards Branded Clothing in Pakistan” Science International, (Lahore), 27(5), 4661-4665

Khan, M. A., & Lee, M. S. (2014). Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity. Journal of Global Marketing, 27(5), 329-343.

Kotler, P., & Keller, K. (2011). Marketing Management, 14th edition. Prentice Hall. N.J.

Kumar & Murthy, (1996), Brand Failure - Concepts & Causes, Indian Institute of Management Bangalore

McQuiston, D. H. (2004). Successful branding of a commodity product: The case of RAEX LASER steel. Industrial Marketing Management, 33(4), 345-354.

Narayanan, B. B. S. (2012). Why Brands Fail?-Lessons From History, International Journal of Management and strategy (1)1

Saeed, K., & Siddiqui, K.A., (2015). “Brand Failure & Product Life Cycle: Descriptive Analyses” Science International, (Lahore), 27(5), 4655-4659

Schneider. J and Hall. J, (2011) Why Most Product Launches Fail http://hbr.org/2011/04/why-most-product-launches-fail/ar/1

Siddiqui, K., & Sibghatullah, A., (2014). “A study of fastest growing countries among top 100 brands”, International Journal of Economics, Commerce and Management, 2(11) pp 1-9

Siddiqui, K., (2011). "Brand Equity Trends among Top 100 Global Brands: Region-wise Analysis", 11th South Asian Management Forum, AMDISA, May 16-17, 2011, Kathmandu, Nepal

Siddiqui, K., (2013). “Heuristics for Sample Size Determination in Multivariate Statistical Techniques”. World Applied Sciences Journal, 27( 2), 285-287.

Siddiqui, K., Ahmad, R., Manan, A., & Choudhary, D., (2013). “Fertilizer Branding in Pakistan” International Journal of Marketing and Technology, 3(9) pp: 82-92.

Siddiqui, K., Bashir, S., Sarki, I.H., Jaffari, S.I.A., & Abbas, S., (2012). “Intergenerational influences on Brand preferences: Consumables VS Durables”. International Journal of Business and Social Science, 3(14) pp:840-847

Siddiqui, K.A., (2015). “Heuristics of using Factor Analysis in Social Research” Science International, 27(5), 4625-4628

Siddiqui, K.A., Ali, M., Sarki, I.H., Khuhro, R.A., (2015) Telecom Branding in Pakistan: Network Coverage or Value Added Services, Academic Journal of Research in Economics and Management, 3(3), 61-66


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.