1. Brands that failed and succeeded Piyush Jain

2. AXE - Successful Brand : Axe Company : HUL Agency: Lowe Lintas Axe was born in France in the Year 1983. 24 years later, this brand is Unilever's Best selling brand worldwide. Launched in India in 1999. Axe in 2002 was having a market share of over 35%

3. Axe is the naughtiest brand in the Indian market. The brand is targeted at male aged 16-25 . it targets all 'Young at heart" naughty guys. The brand has its brand values of Cool, Fashionable and Stylish. The biggest strength of this brand is the underlying message or the DNA which is that the brand users are High on Confidence and always for the Axe users, Girls Makes The First Move. All its campaigns revolve round this central theme of Seduction where Girl makes the first move.

4. in most of the Axe ads, there are no Hunks, only very ordinary or even skinny kind of people getting assaulted by beautiful girls. That makes the brand more approachable. males seen in Axe commercials are not Losers: the ads are careful to show them as confident ( in one way or other) or a better term will be self assured Axe is one of the rare brands that has embraced new media to the maximum extent. The brand has started its Internet based marketing initiative in India with Axe Land which involved a virtual trip to the Axe world.

5. Ambassador - Failure Brand : Ambassador Company : Hindustan Motors Agency : Mudra/ Equus Launched in 1958 in India The fundamental issue was with the product and price In the brand management perspective, its suicidal not to continuosly invest in a brand .Often heritage brands wait till it becomes dated. Once the brand becomes dated, its virtually impossible to rejuvenate the brand.