How to neglect a strong brand and lose a market [electronic resource] : three cases / Robert F. Lauterborn.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2018Description: 1 online resource (1 streaming video file (2 min.) : color, sound)Subject(s): Brand name products | Branding (Marketing) -- Case studies | Branding (Marketing) -- Psychological aspects | Product managementOnline resources: Click here to access online Summary: The speaker describes three examples of companies who lost their market dominance because they didn't focus on the meaning of their brand to customers, and instead placed too much importance on their products and the technology being used to create them.
Animated audio-visual presentation with synchronized narration.
Bite-size case study extracted from the talk: How to leverage a strong brand to retain trust: two case studies.
Title from title frames.
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The speaker describes three examples of companies who lost their market dominance because they didn't focus on the meaning of their brand to customers, and instead placed too much importance on their products and the technology being used to create them.
Mode of access: World Wide Web.