FACTORS CAUSING BRAND FAILURE AND BRAND RELAUNCH A SECONDARY STUDY
International Journal of Engineering Applied Sciences and Technology
An attempt has been made in this paper to know the various factors causing Brand Failure and how Brand Relaunch takes place. The data has been collected through secondary data by reviewing various research papers which would help us to know the various factors responsible for brand failure and how they again revive their brand through brand relaunch. This research paper would help the various marketers and manufacturers to understand the failure factors of a Brand and aspects to be considered
... ile Brand Relaunch. Five hypothesis will be constructed out of which four will show the significant relationship which means that quality, advertisement, brand loyalty and consumer behavior will be the important factors for the success and failure of a brand. On the basis of this study Models are also framed for the factors causing Brand Failure and factors leading Brand Relaunch. Saeed K. et al. (2016) in their study found that indicators of brand failure can be categorized in two classes; one related to the Brand Promotional aspect and the other is Brand Performance in the market. The Reasons for brand failures are summarized into seven categories i.e., Branding Pillars, Branding Incompetence, Brand Performance, Brand Origin, Brand Image, Brand Competition and Brand Strategy.