An enquiry into 7+ most overlooked reasons responsible for brand failure which can be exploited for success. This paper showcases cutting edge knowledge and deep insights into the successes and failures of corporate and product brands, highlighting the reasons and proffering deductible solutions

1. KEYWORDS: Brand positioning, brand science, brand strategy, integrated marketing
communications, marketing research, consumer marketing, consumer research,
public relations, advertising, sales promotion, media marketing, business
psychology

2. Over the next 7+ weeks we shall be making an enquiry into 7+ most overlooked reasons
responsible for brand failure which can be exploited for success. These series of articles will
showcase cutting edge knowledge and deep insights into the successes and failures of
corporate and product brands, highlighting the reasons and proffering deductible solutions.
WHYBRANDS FAIL:
1: Consumer self-concept vs. brand perception
Several marketing attempts focus on influencing brand perception (PR) with the view to
influencing consumer behavior and buying decision but this approach is only skin deep and
does not reach down into the fundamentals of consumer buying action.
Research findings attest that at the root of almost every buying decision or action is the
individual or corporate self-concept; which simply put is the mental identity, definition,
perspective or picture that captures, fits into, identifies with or exemplifies the general
perimeters within which the individual or entity recognizes or accepts as present or future
reality .In perspective, it is the mental picture the consumer has of him/herself. Needless to
say, this image varies from consumer to consumer. Matching the product brand against the
customer’s self-concept is a key element in high impact marketing when targeting a niche or
consumer segment. At the primordial subconscious level, customers buy into the image of
themselves they see or envision as projected in the brand…”Hey! Everyone ‘buys’ a good
selfie!!”(sic). There are 3 elemental attributes consumers innately discern in a product or
brand and these in turn impact buying decision and action.
Read more: https://www.linkedin.com/pulse/why-brands-fail-tolu-s-koyejo?trk=pulse_spock-
article