Signposts for Brand Tragedies

Chezy Ofir and Robert J Thomas

Chapter 1 in Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity, 2023, pp 1-16 from World Scientific Publishing Co. Pte. Ltd.

Abstract: A leader of any organization does not want to experience a tragedy that could damage its brand and possibly cripple its business. Yet tragedies to brands can and do happen. Blackberry, Toys “R” Us, Kodak, Blockbuster, Compaq, Pets.com, Radio Shack, Esprit, Living Social, Tylenol, and Peloton are a few of the many brands that have faced tragedies of one kind or another, thereby putting their brands and businesses at risk. Several of these tragedies occurred during the 20th century and new ones emerged in the 21st. While some tragedies may be associated with poor leadership or dysfunctional products and services, a variety of other factors can lead to a brand’s demise, including catastrophes or viral disease, such as the COVID-19 pandemic in 2020…

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
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