Brand resilience : managing risk and recovery in a high-speed world / Jonathan R. Copulsky.
By: Copulsky, Jonathan R.
Material type: TextPublisher: New York, NY : Palgrave Macmillan, 2011Edition: 1st ed.Bibliography: Includes bibliographical references and index.Description: xi, 244 p. : ill. ; 25 cm.ISBN: 9780230111387 (hardback); 0230111386 (hardback).Subject(s): Branding (Marketing) | Brand name products | Success in businessDDC classification: 658.8/72Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.827 C796 2011 c. 2 (Browse shelf(Opens below)) | Available | 34284001014307 | ||
Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.827 C796 2011 (Browse shelf(Opens below)) | Available | 34284003744497 |
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658.827 Aa41 2011 Brand relevance : making competitors irrelevant / | 658.827 B733 Brand power / | 658.827 B738 The philosophy of branding : great philosophers think brands / | 658.827 C796 2011 Brand resilience : managing risk and recovery in a high-speed world / | 658.827 C796 2011 c. 2 Brand resilience : managing risk and recovery in a high-speed world / | 658.827 D820 Branding online / | 658.827 Ed278 2013 The Patron way : from fantasty to fortune, lessons on taking any business from idea to iconic brand / |
Includes bibliographical references and index.
Introduction: it's what you do next that counts -- 1: Why your brand is at more risk than you think in a high-speed world -- A brand new day : valuable brands, fragile brands -- Marketing as warfare : the new insurgency -- 2: Seven steps for managing brand risk and recovery -- Assess brand risks -- the enemy within -- Assess brand risks -- beyond your borders -- Galvanize your brand troops -- Deploy your brand risk early warning systems -- Repel the attacks on your brand -- Learn and adapt your brand defenses -- Measure and track brand resilience -- Generate popular support for your brand resilience campaign -- Looking backward, looking forward.
"As the recent Toyota and Tiger Woods scandals illustrate, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash-by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards"-- Provided by publisher.
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