TY  - BOOK
AU  - Jain,Shailendra Pratap
AU  - Jain,Shalini Sarin
AU  - Kapoor,Rakesh
AU  - Powell,Sir Chris
TI  - Managing Brand Transgressions: 8 Principles to Transform Your Brand 
SN  - 9781501521089
U1  - 658.827 
PY  - 2024///]
CY  - Berlin, Boston
PB  - De Gruyter
KW  - Branding (Marketing)
KW  - Case studies
KW  - Marketing
KW  - Management
KW  - Product management
KW  - Markenkrise
KW  - Markentransformation
KW  - Markenverstoß
KW  - BUSINESS & ECONOMICS / International / Marketing
KW  - bisacsh
KW  - Brand Crises
KW  - Brand Scandals
KW  - Brand Transgressions
KW  - MeToo
KW  - Turning Brands Around
N1  - Frontmatter --; Foreword --; Foreword --; Contents --; Introduction --; Chapter 1 The First Principle: Do The Right Thing --; Chapter 2 The Second Principle: Take Accountability --; Chapter 3 The Third Principle: Act With Lightning Speed --; Chapter 4 The Fourth Principle: Communicate Transparently --; Chapter 5 The Fifth Principle—Choose Principle Over Profit --; Chapter 6 Sixth Principle: Treat Each Life With Dignity --; Chapter 7 Seventh Principle: Leadership Sets The Tone --; Chapter 8 Eighth Principle: Build Brand Authenticity --; Conclusion --; Bibliography --; List of Abbreviations --; Index --; About the Authors; restricted access; Issued also in print
N2  - Finalist in the Marketing - Branding category of the Goody Business Book Awards 2024 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
UR  - https://doi.org/10.1515/9781501517334
UR  - https://www.degruyter.com/isbn/9781501517334
UR  - https://www.degruyter.com/document/cover/isbn/9781501517334/original
ER  -