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Managing Brand Transgressions : 8 Principles to Transform Your Brand / Shailendra Pratap Jain, Shalini Sarin Jain.

By: Contributor(s): Material type: TextTextPublisher: Berlin ; Boston : De Gruyter, [2024]Copyright date: 2024Description: 1 online resource (XVI, 153 p.)Content type:
Media type:
Carrier type:
ISBN:
  • 9781501521089
  • 9781501517358
  • 9781501517334
Subject(s): DDC classification:
  • 658.827
Other classification:
  • online - DeGruyter
Online resources: Available additional physical forms:
  • Issued also in print.
Contents:
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
Summary: 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.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9781501517334

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 online access with authorization star

http://purl.org/coar/access_right/c_16ec

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.

Issued also in print.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 20. Nov 2024)