CRASH COURSE : SEASON 2

BRAND FAILURES

Chapter : 4 (Extension Failures)Harley Davidson Perfume

‘Strong brands are those that

have built their own mythology’

Consumer’s Reaction to theBranded Merchandise

Most are happy with them

Core fans call it ‘Disneyfying’

By the 1990s, they introduced Aftershave, Perfume & Wine coolers… And the core fans were more disappointed.

WTH!

Focus on brand value.

Remember that more is less.

Keep it right.

Don’t alienate core customers.

Handle ‘Lovemarks’ with

care.

F I N D I N G S