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What is Understanding Brand Failures about?

This document discusses reasons why brands and products fail in the marketplace. It begins by defining what constitutes a brand failure and lists some common reasons for failure, including faulty product design, overestimating the market size, ineffective promotion, misunderstanding the target market, and poor timing of distribution. The document then examines three key factors that can contribute to brand failure: category development, if the category itself is not evolving in a way that is meaningful to c

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