FINDING WISDOM IN BRAND TRAGEDIES Managing Threats to Brand Equity – (PDF/EPUB Version)

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.

The purpose of the book is to examine the backstories of a selection of relatively well-known brands that have experienced a tragedy. The objective is to inform how and why some brands survived and some did not. Doing so, may help leaders and managers of current brands avoid the miscues that lead to brand tragedies and possibly revive a brand when tragedy strikes. It is a book for those who need to improve their understanding of the vital importance of a brand for organizational success and who want to build and manage their brands to continuously improve value for customers, employees, shareholders, and the well-being of society. While there will be no one right approach or silver bullet to avert or ameliorate a specific tragedy, the better prepared leaders and managers are for a brand tragedy, the greater the likelihood of avoiding one and realizing an expedient and constructive outcome when one occurs.

Contents:

• Preface
• About the Author
• Acknowledgments
• Signposts for Brand Tragedies
• Technology Myopia
• Ruptured Loyalties
• Bruising Viral Spirals
• Catastrophes
• Leadership Lost
• Psychic Prisons
• How Leaders Can Manage Threats to Brand Equity
• Index

Readership: Academics, graduates and undergraduates specializing in Marketing, Brand Management and Brand Strategy; CEO’s interested in their brand’s success, CMO’s (Chief Marketing Officers), Marketing Managers, Brand Managers, Product Managers, Marketing Communication Managers (MarCom) and Advertising Agency Personnel.

Key Features:

• There are few serious studies of more than one major brand that encounters tragic experiences and outcomes — a main feature of this book is the consideration of several brands and systematically analyzes some of the root causes of failure
• Most branding books focus on the positive aspects of brands and brand building, hardly any consider in a serious way the downside experiences of brands that are in trouble — a main feature of this book
• The final chapter of the book provides a managerial tool to help organize thinking about potential brand tragedies and how to anticipate them
• The book uses published (secondary) sources of information as a basis for it research findings and conclusions
• The book is written to be readable among leaders and managers
• The book has the potential for being used in the college classroom for graduate and undergraduate business courses for a unique half-semester course or for reading and assignments in a full semester course on brand management and strategy