The killing of brands should be dealt with wits or it may prove fatal for the company...

IIPM MANAGEMENT INSTITUTE
The last time I came across the already ‘dead’ Gold Spot logo, was in the film Hazaaron Khwaishein Aisi (a bollywood flick released in 2003). Now wait! The theme of the film revolved around events in the late 1970s and early 1980s! Yes, when Coca-Cola re-entered India post-liberalisation, in 1993, it bought the branded drink from Parle and thus did away with the Gold Spot brand to make way for Coca-Cola’s brand Fanta. In short, Coca-Cola killed Gold Spot! And this list of dead and killed brands, goes on... Talk about Campa-Cola, which despite leadership in certain parts of the country was throttled by the powerful Coca-Cola and Pepsi. And how about the favourite ‘Binnies’ wafers? Did PepsiCo Foods’ Lay’s and Uncle Chips choke it too much?

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative