Brand Failure in Pakistan: Content Analytic Findings

Maliha Khaqan, Aisha Siddiqui, Kamran Siddiqui


This paper aims to analyze the reasons behind the failure of certain brands in Pakistan and to classify them into seven reasons as given in the literature. Brands often fail to recognize their own power, dilute their brand equity by over extensions, ape the competing products, become overly optimistic in catering to the market single handedly, try to deceive customers by focusing more on advertising while compromising on quality and forget to keep pace with rapid innovations and technology. Such brands defy the concept of branding which is to facilitate pre-sell by building strong associations.


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