Psychic Prisons

Chezy Ofir and Robert J Thomas

Chapter 7 in Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity, 2023, pp 127-143 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In his book Images of Organizations, Gareth Morgan highlights the importance of understanding the behavior of organizations through metaphors. Although he cautions that misusing a metaphor to explain organizational behavior can provide only a partial and possibly distorted view, he argues that metaphors can provide deeper insights into how organizations work. He considers organizations metaphorically as cultures, organisms, brains, and political systems, among others. The point is that by understanding various metaphors, one can gain a more profound understanding of why organizations behave the way they do (e.g., fall into the trap of technology myopia) and how to better manage them…

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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