For example , A premium and an exclusive brand cannot afford to advertise in a mass market , which ultimately leads to several repercussions .
First it loses its target customers , the brand values are diluted and the core purpose of the brand and what it stands for is defeated.
This post is actually based on an interesting incident from the book, Accidental Branding I read recently read , and incidentally based on my previous post on Product Placement .
It talks about , how a small TV serial episode managed to change a niche and an exclusive brand into a mass market brand and led it into its major crash.
Seinfeld ,one of America's popular sitcoms , had a tie-in with J.Peterman ,a designer brand for a product placement in an episode
The expansion forced the J.Peterman brand to lose its "Exclusivity" tag and hence became a mass market brand . Incidentally for that episode, it was said Seinfeld and Peterman himself
wrote the script
He wrote the script for his own fall ! What an irony