Finding wisdom in brand tragedies : managing threats to brand equity /
"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. Unfo...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New Jersey :
World Scientific,
[2023]
|
| Series: | World scientific book series in marketing
v. 1. |
| Subjects: |
Table of Contents:
- Signposts for brand tragedies
- Technology myopia
- Ruptured loyalties
- Bruising viral spirals
- Catastrophes
- Leadership lost
- Psychic prisons
- How leaders can manage threats to brand equity.