Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity

Robert J Thomas
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Robert J Thomas: Georgetown University, USA

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: 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 brand's 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 brand's tragedy, however, studying the situation more deeply can reveal tragic flaws in response to brand-challenging experiences that enhance managerial wisdom.

Keywords: Brand; Branding; Brand Equity; Brand Positioning; Brand Tragedy; Brand Failure; Brand Catastrophes; Brand Image; Brand Loyalty; Brand Strategy; Brand Marketing; Brand Awareness; Brand Knowledge; Brand Likeability; Brand Preference; Brand Loyalty; Brand Building; Brand Manager; Brand Management; Product Management; Marketing; Market Segmentation; Customers; Customer Journey; Consumers; Consumer Journey; Product; Advertising; Digital Media; Value Proposition (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
ISBN: 9789811268175
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https://www.worldscientific.com/worldscibooks/10.1142/13196 (text/html)
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Chapters in this book:

Ch 1 Signposts for Brand Tragedies , pp 1-16

Chezy Ofir and Robert J Thomas

Ch 2 Technology Myopia , pp 17-37

Chezy Ofir and Robert J Thomas

Ch 3 Ruptured Loyalties , pp 39-57

Chezy Ofir and Robert J Thomas

Ch 4 Bruising Viral Spirals , pp 59-79

Chezy Ofir and Robert J Thomas

Ch 5 Catastrophes , pp 81-103

Chezy Ofir and Robert J Thomas

Ch 6 Leadership Lost , pp 105-126

Chezy Ofir and Robert J Thomas

Ch 7 Psychic Prisons , pp 127-143

Chezy Ofir and Robert J Thomas

Ch 8 How Leaders Can Manage Threats to Brand Equity , pp 145-163

Chezy Ofir and Robert J Thomas

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