Branding Case: Why the Branding of Mauritius Failed
A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not connect with the people, but exacerbated the tensions already existing at the time.
If this branding of Mauritius attempt is analysed according to Aaker's dimensions, the source of failure must have originated from the "Sincerity" dimension - there was an undisputable 'disconnection' between the people and the slogan: it was imposed by a select panel of experts, no consultation with anyone, no proper information was aired through media, all done in quasi-secrecy while the contrary would have guaranteed success.
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