The document discusses reasons why brands fail and how to prevent failure. It defines a brand and explains that a brand is how people feel about a product, service, or organization based on trust. Brand failures occur when a product is withdrawn from the market or fails to achieve its market share, life cycle, or profitability goals. Studying past failures can help organizations understand why they occurred and identify factors that increase chances of success. Common causes of failure include poor market fit, overestimating demand, ineffective promotion, misunderstanding the target market, poor pricing, high costs, underestimating competition, bad timing, misleading research, and not involving key partners. The document concludes that learning from failures' lessons can help prevent repeating the same