Handbook on Brand and Experience Management
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Handbook on Brand and Experience Management

Edited by Bernd H. Schmitt and David L. Rogers

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.
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Chapter 18: Why Does Branding Fail? Ten Barriers to Branding

Noriyuki Nakai


Noriyuki Nakai While much has been argued regarding the strength of the brand and the commitment it brings to the customer, an overlooked area in the field of brand management is the barriers managers face when undertaking a branding strategy. Accordingly, this chapter surveys ten of the most common causes of a brand’s failure, and the important lessons that can be learned from them. BARRIER 1: LACK OF ORGANIZATIONAL COMMITMENT The first of these reasons for failure is the lack of organizational commitment. For example, let us take an example of a company that is looking to develop a cutting edge, innovative personal computer brand. It will have to accordingly determine the specifications, design, price, communications, sales channels, production processes, customer services and other key elements that together make the customer feel that it is ‘innovative’. A failure on any dimension signals an overall brand failure. A brand is not just an identifier but is something substantial which creates a particular experience for the customer. Branding, the process to create this experience, must involve by nature a variety of professionals. With a brand manager at the center, technical, manufacturing, research, sales, advertising, promotion, customer service, legal, finance, human resources and other professionals have to work seamlessly together to create the unique brand experiences. In essence, branding is not just a brand manager’s job but a process of integrating various professional functions led by the brand manager. Today’s corporations have a complex structure of functions meticulously divided by boundaries....

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