Iconic Brands

Indian Iconic Brands

Tata
Ford
Volkswagon

Difficult to change the Brand Positioning

Bata lost its once iconic image to the competitors was

the change in its core positioning.
With its advent Hush-Puppies it shifted its image of
being value for money and affordable brand to a more
contemporary and up - market brand

Difficult to change the product characteristics

"When you're out of Schlitz, you're out of beer
The brewing process for Schlitz's flagship Schlitz
beer was changed
Beer lost much of the flavour and public appeal.
in 1985 the Coca-Cola Company decided to
terminate its most popular soft drink and replace
it with a formula it would market as New Coke. It
Failed terribly.

Limited Diversification
when Harley Davidson introduced
perfumes, the brand was severely affected

Unrelated Diversification
KORYO Consumer Electronics &
Appliances Brand was launched in
2006 by Future Group.
'United Colors of Benetton' clothes
were vfound at site of building
collapse in Bangladesh

Too much dependence on a Single Product

Customer Expectations are High

It should offer the go to product or service

within its market, delivering what people think of
first when they want what the brand sells.

Key Characteristics of
Iconic Brand
Relevancy

Competitivenes
s

Clarity of
promise

Authenticity

Consistency of
Communication

Mass
Brands

Iconic
Brands

Niche
Brands

Cult
Brands

Rational
Considerations

Emotional
Considerations

Large
Following

Small
following

Mass Brand

Iconic Brand

Niche Brand

Cult Brand

How Iconic Status helps?

Transcend national boundaries and are

able to garner global appeal and
prominence

Iconic brands have higher top-of-mind

consumer awareness than other brands
(58% for iconic brands vs. 36% for noniconic brands)

Iconic status can also give brands a

chance at a second life

Why Iconic Brands Fail?

Sub standard offerings in the times

when consumers have a huge range
to make a choice

Difficult to change core value

proposition

Changing core product