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Managing Brand Transgressions : 8 Principles To Transform Your Brand

Shalini Sarin Jain

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Binding: Paper Back

Publisher: De Gruyter

Language: English

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Description

Boeing Max 737?s twin crashes, Volkswagen?s Dieselgate scandal, worms in Cadbury?s chocolates, cyanide in Tylenol, the #MeToo movement? In the past 24?48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions ? real or perceived ? plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations. Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises ? some successful, some not ? caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.

Additional Info

Author	Shailendra Pratap Jain, Shalini Sarin Jain
Publisher	De Gruyter
Language	English
Binding Type	Paper Back
Main Category	Commerce & Business
Sub Category	Management
ISBN13	9781501521089
SKU	BK 0202310