Robert J Thomas Finding Wisdom In Brand Tragedies: Managing Threats To Brand Equity 9789811268175

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Автор: Robert J Thomas
Название: Finding Wisdom In Brand Tragedies: Managing Threats To Brand Equity
ISBN: 9789811268175
Издательство: World Scientific Publishing
Классификация: ISBN-10: 9811268177
Обложка/Формат: Hardback
Страницы: 188
Вес: 0.00 кг.
Дата издания: 28.06.2023
Язык: English
Размер: 159 x 237 x 37
Ключевые слова: Sales & marketing, BUSINESS & ECONOMICS / Advertising & Promotion,BUSINESS & ECONOMICS / International / Marketing,BUSINESS & ECONOMICS / Marketing / General
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Поставляется из: Англии
Описание: Brands and branding have deep historical roots. Almost anything or anyone can be branded with a name or mark for commercial or other purposes. The act of branding initiates activities in a brand ecosystem among people and organizations who have a vested interest in the brands value. Unfortunately, a brand may experience a tragedy that can put its value and equity at risk. Pundits will often conclude there is a primary reason for a specific brands tragedy, however, studying the situation more deeply can reveal tragic flaws in response to brand-challenging experiences that enhance managerial wisdom.The purpose of the book is to examine the backstories of a selection of relatively well-known brands that have experienced a tragedy. The objective is to inform how and why some brands survived and some did not. Doing so, may help leaders and managers of current brands avoid the miscues that lead to brand tragedies and possibly revive a brand when tragedy strikes. It is a book for those who need to improve their understanding of the vital importance of a brand for organizational success and who want to build and manage their brands to continuously improve value for customers, employees, shareholders, and the well-being of society. While there will be no one right approach or silver bullet to avert or ameliorate a specific tragedy, the better prepared leaders and managers are for a brand tragedy, the greater the likelihood of avoiding one and realizing an expedient and constructive outcome when one occurs.

Finding Wisdom In Brand Tragedies: Managing Threats To Brand Equity, Robert J Thomas