Brand Identity Crisis

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VIP

VIP started selling Carlton and VIP at the same stores. It was important for Carlton to have a separate identity so that consumers understand what it stood for. VIP confused consumers by selling VIP, Carlton, and Aristocrat, which was their mass brand, in the same stores. Also, this leads to the decrease in sales for the VIP as it was suffering from identity crisis. Moving to handbags didn’t help either, as it needed to create a distinct identity to become successful.

GAP

In making spin-off brands like Banana Republic and Old Navy, GAP made an extraordinary showing with regards to differentiating out-of-office wear and minimal effort clothing. Be that as it may, the accomplishment of these brands appears to have come to the detriment of the core GAP offering. GAP was known for innovation in its products, but with a campaign like “Dress Normal” and unrelated offering against its core competency, it faced a classical example of an identity crisis as target consumers were not able to decide what the brand stood for.

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JC Penney

The JCPenney brand has suffered mightily in the last couple of decades. A key culprit in this decline is its decidedly mixed marketing messages, from multiple taglines suggesting different positioning to introducing private labels like Martha Stewart Living wares and Walt Disney products. Also, the "Everyday" pricing structure didn’t help much either. JC Penney faced a brand identity crisis: was it reasonably priced, off-brand clothing for the family, or was it the Walmart of department stores, with something like "every day low prices" on pretty much everything?

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RadioShack

RadioShack has tried its hand in just about every possible combination of consumer electronics one can imagine. From PCs to walkie-talkies and electronic repairs to remote telephones, RadioShack has dunked its toe into a wide range of waters. The issue was that consumers were just confounded by this rotating entryway of business identities. Does one go to RadioShack for MP3 players and TVs or for cell phones and stereo wire or radios? When someone thinks of buying something at RadioShack, the answer doesn’t strike immediately, and when it does, it's a gray area at best.

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Barnes & Noble

Barnes & Noble, is a large retail bookseller in the United States. It evidently let its eyes drop from the opposition sufficiently long to totally miss the coming of quick-fire online orders and digital reading devices. Playing catch-up was difficult, so they started operating in board games, toys, and home decor items. But, Barnes & Noble, attempting to dilute its core offering with the bevy of other products, is now confusing the much pursued consumers in a hyper-competitive marketplace.