How Leaders Can Manage Threats to Brand Equity

Chezy Ofir and Robert J Thomas

Chapter 8 in Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity, 2023, pp 145-163 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The world has seen its share of brand tragedies. Haig describes 100 in his book and CB Insights cataloged 160 new product brand failures, many of which are from well-known national brands. While organizations are destined to have failures, especially for new products, this book has been concerned with how the leadership of successful brands encounter a potentially tragic situation and take actions to resolve it … or not…

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
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789811268182_0008 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789811268182_0008 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789811268182_0008

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().