Lululemon Ranks 2015 In The Top Ten Most Likely To Disappear.

When a consumer's understanding of a company has to rely on advertising and their past experience, the brand is the pronoun of quality; if a car is made by Volkswagen, or a tomato sauce is made by Heinz food company, you will default the product quality is good.

Brand loyalty is a way to reduce risks.

Up to the recent 20 century 80s, 4/5 of American car owners have a special liking for a brand car.

But it is difficult to infer whether a new product that is not familiar with the product of a company is reliable.

Today, consumers can easily access the huge amount of information they want to buy.

This habit stems from the quality ranking of Consumer Reports and J. D. Power.

Objective research, while the latter is based on general.

The evaluation of their cars.

The real impact of the brand is the rise of the Internet, which makes it easy for ordinary consumers to get expert evaluation, user evaluation and detailed data of products.

12 months ago, yoga dress "Lululemon Athletica" is one of the hottest brands in the world.

The brand's high priced yoga clothing sales surge, the company continues to open up new markets; brand "fanatic fans" to the industry experts stunning: "they surpassed the costumes.

They are symbols of style. "

But then,

Online complaints began: easy to pilling cloth, fading dyes, and yoga pants are too thin, when you lean down, pants become pparent.

With these feedback, the brand's creator hinted that it was "because some women are too fat to wear this brand of Yoga Pants".

The problem turned out to be awful, and this was the beginning of the end of the brand vision of LULU (NASDAQ:LULU's listed stock code): the brand founder went down the management position.

A few weeks ago, the company said its sales performance had a "significant decline".

All along, Business Textbooks regard the brand image of a company as "the most important asset", which is more valuable than technology, patent or manufacturing strength.

But the brand has never been as fragile as it is today.

The reason is simple: consumers are knowledgeable in the Internet age. They are more willing to investigate the real value of products, not just the brand's own publicity.

Absolute Value is a new book co authored by Itamar Simonsen, a marketing professor at Stanford University (Itamar Simonson) and a senior engineer at the former software company, Emanuel Rosen (Emanual Rosen).

The viewpoint in the book is staggering: "from a historical point of view, the rise of brand is a reflection of the information poor environment.