10. HOW TO DESTROY BRAND EQUITY

The following ad is a loewe tv advertisement in Spain. 

This spot is hotly debated as it shows a Spanish youth as superficial and ignorant. Loewe has managed to move from being a luxury brand to a brand that does not transmit anything and has lost its brand equity in Spain.

Not only is that the announcement has no content but, according to experts,aesthetically it has nothing to do with the brand loewe.

9. "THERE IS A SOLDIER IN ALL OF US"

I found this commercial really interesting because it uses famous people to promote a videogame and it makes you feel identified with this people.

They use an actor who is normally playing hero characters and another that normally is playing nerd characters and makes the nerd guy win at the game. and that is how they make you feel identified and how they encourage you to buy this game by saying almost, "hey they also play this game! why don´t you?".

And also the do it in a very funny way.

8. CROCS

In the Western Rockies of Boulder, Colorado, in 2002 three longtime friends and created a lightweight antimicrobial foam they called Croslite using a technology created by a Canadian laboratory in 1999.

By 2005, revenues were $108.6 million, by 2006, revenues jumped to $354.7 million.  In 2008, the wave came crashing down, the company lost $185.1 million. Crocs had to cut 2,000 jobs and its stock price has decreased 76 percent. Today Crocs has millions of dollars of debt and a huge surplus of shoes.

What caused the collapse of crocs?

Crocs didn’t just flood the market with a wide variety of its classic Crocs in a lot of colors, it quickly added many other styles.

The problem was that many of the expanded styles were meant to be attractive. The idea of Crocs is not to look beautiful but to be functional. If people want fashion, there are many other brands to look at.

The expanded line turned Crocs into just another brand. At first, Crocs had an enormous advantage because it owned an idea and an image in the mind. The multitude of styles undermined that image and destroyed the power of the brand.

7. "REASON TO BELIEVE"

This is a very interesting advertisement because in the whole announcement they do not say almost anything about the brand, but it makes you feel very happy and it conveys that when you drink a coca cola you are doing something good. 


This is a perfect example of what should be an advertisement for without too much emphasis on the brand, it perfectly conveys the brand values ​​of coca cola.

6. TYPICAL SPANISH

I'm Spanish and I think I should show some brand from my country. Especially wanted to show a brand that is having success in their promotion abroad and I found this:

This brand is a producer of cold soups. In the earlier announcement that is in  french the slogan is "cold soup that comes from a hot country" and the you can see many things, as typical Spanish ingredients of the Mediterranean diet and the woman dancing flamenco in typical dress.


This is a very famous brand in Spain and that is having a great expansion abroad, while today we can find this product in supermarkets in Austria.

5. DAVID BECKHAM


I was thinking about an example of a person as a brand, and a really good came to my mind: David Beckham.


He was a very good soccer player, who has played for Manchester United, Real Madrid, AC Milan and Los Angeles Galaxy. But since his marriage to Victoria Adams (Spice Girl) held on July 4, 1999 in a castle in Ireland marked the departure of David Beckham as extra-sporting star, worshiped among worl for its mix of physical attractiveness, people skills and professional success.


The huge popularity of the Beckhams, specially in Asia, was a shift in revenues from David, who became advertising bill for work rather than as an athlete.


He has appeared in so many advertisements and in a lot of movies. Now he has his own brand and perfume.


I found this amazing because although he was becoming to old and could not play football at the highest level, each year  he improved the promotion of his brand and pratically income figure did not vary, so I think that he is an excellent example of good brand management.

3. BRAND EXTENSION FAILURE

Colgate Kitchen Entrees

Thinking about brand extension and looking for them in the internet i found this very strange Colgate´s extension.

In what must be one of the most bizarre brand extensions ever, Colgate decided to use its name on a range of food products called Colgate’s Kitchen Entrees. Needless to say, the range did not take off and never left US soil. The idea must have been that consumers would eat their Colgate meal, then brush their teeth with Colgate toothpaste. This not only failed to draw customer attention, but also reduced its sales of toothpaste.

This brand extension was a total failure because it breaks with all consumer's associations to the brand's values and goals. In addition, when you think in Colgate what comes to you its freshness, what I think it is the opposite of what they were tying to sell here.

When you make a brand extension you have to think very carefully what  core values makes you brand profitable and try not move away of that values because that is how people feel when they are using you brand and that is how they have to feel with the new extension.