Managing Brand Transgressions

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Managing Brand Transgressions

Author : Shailendra Pratap Jain
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 150151735X
Total Pages : 183 pages
Book Rating : 4.5/5 (15 download)

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Book Synopsis Managing Brand Transgressions by : Shailendra Pratap Jain

Download or read book Managing Brand Transgressions written by Shailendra Pratap Jain and published by Walter de Gruyter GmbH & Co KG. This book was released on 2024-07-22 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Managing Brand Transgressions

Author : Shailendra Pratap Jain
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 1501517333
Total Pages : 172 pages
Book Rating : 4.5/5 (15 download)

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Book Synopsis Managing Brand Transgressions by : Shailendra Pratap Jain

Download or read book Managing Brand Transgressions written by Shailendra Pratap Jain and published by Walter de Gruyter GmbH & Co KG. This book was released on 2024-07-22 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Brand Meaning Management

Author : Naresh K. Malhotra
Publisher : Emerald Group Publishing
ISBN 13 : 1784419311
Total Pages : 338 pages
Book Rating : 4.7/5 (844 download)

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Book Synopsis Brand Meaning Management by : Naresh K. Malhotra

Download or read book Brand Meaning Management written by Naresh K. Malhotra and published by Emerald Group Publishing. This book was released on 2015-05-05 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create.

Consumer-Brand Relationships

Author : Susan Fournier
Publisher : Routledge
ISBN 13 : 1136470972
Total Pages : 501 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Consumer-Brand Relationships by : Susan Fournier

Download or read book Consumer-Brand Relationships written by Susan Fournier and published by Routledge. This book was released on 2012-03-29 with total page 501 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

Brand Management

Author : Tilde Heding
Publisher : Routledge
ISBN 13 : 1000065529
Total Pages : 389 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Brand Management by : Tilde Heding

Download or read book Brand Management written by Tilde Heding and published by Routledge. This book was released on 2020-05-10 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

Brand Management

Author : Jaywant Singh
Publisher : Kogan Page Publishers
ISBN 13 : 139861159X
Total Pages : 345 pages
Book Rating : 4.3/5 (986 download)

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Book Synopsis Brand Management by : Jaywant Singh

Download or read book Brand Management written by Jaywant Singh and published by Kogan Page Publishers. This book was released on 2024-05-03 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.

Handbook of Culture and Consumer Behavior

Author : Sharon Ng
Publisher : Oxford University Press, USA
ISBN 13 : 0199388520
Total Pages : 369 pages
Book Rating : 4.1/5 (993 download)

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Book Synopsis Handbook of Culture and Consumer Behavior by : Sharon Ng

Download or read book Handbook of Culture and Consumer Behavior written by Sharon Ng and published by Oxford University Press, USA. This book was released on 2015 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field.

Business and Post-disaster Management

Author : C. Michael Hall
Publisher : Routledge
ISBN 13 : 1317276337
Total Pages : 321 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Business and Post-disaster Management by : C. Michael Hall

Download or read book Business and Post-disaster Management written by C. Michael Hall and published by Routledge. This book was released on 2016-01-29 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive examination of the effects of a natural disaster on businesses and organisations, and on a range of stakeholders, including employees and consumers. Research on how communities and businesses respond to disasters can inform policy and mitigate the cost and impacts of future disasters. This book discusses how places recover following a disaster and the vital roles that business and other organisations play. This volume gives a detailed understanding of business, organisational and consumer responses to the Christchurch earthquake sequence of 2010-2011, which caused 185 deaths, the loss of over 70 per cent of buildings in the city’s CBD, major infrastructure damage, and severely affected the city’s image. Despite the devastation, the businesses, organisations and people of Christchurch are now undergoing significant recovery. The book sheds significant new light not only on business and organisation response to disaster but on how business and urban systems may be made more resilient.

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 292 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Marketing in a Digital World

Author : Aric Rindfleisch
Publisher : Emerald Group Publishing
ISBN 13 : 1787563413
Total Pages : 294 pages
Book Rating : 4.7/5 (875 download)

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Book Synopsis Marketing in a Digital World by : Aric Rindfleisch

Download or read book Marketing in a Digital World written by Aric Rindfleisch and published by Emerald Group Publishing. This book was released on 2019-09-19 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.

Innovation and Strategy

Author : Rajan Varadarajan
Publisher : Emerald Group Publishing
ISBN 13 : 1787548287
Total Pages : 371 pages
Book Rating : 4.7/5 (875 download)

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Book Synopsis Innovation and Strategy by : Rajan Varadarajan

Download or read book Innovation and Strategy written by Rajan Varadarajan and published by Emerald Group Publishing. This book was released on 2018-06-29 with total page 371 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume focuses on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy.

Handbook of Brand Relationships

Author : Deborah J. MacInnis
Publisher : Routledge
ISBN 13 : 1317469186
Total Pages : 536 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Handbook of Brand Relationships by : Deborah J. MacInnis

Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Marketing In and For a Sustainable Society

Author : Naresh K. Malhotra
Publisher : Emerald Group Publishing
ISBN 13 : 1786352818
Total Pages : 246 pages
Book Rating : 4.7/5 (863 download)

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Book Synopsis Marketing In and For a Sustainable Society by : Naresh K. Malhotra

Download or read book Marketing In and For a Sustainable Society written by Naresh K. Malhotra and published by Emerald Group Publishing. This book was released on 2016-07-05 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This special issue, featuring contributions from top scholars including former editors of top journals in marketing, will assemble a set of current, comprehensive review articles written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society.

Enlightened Marketing in Challenging Times

Author : Felipe Pantoja
Publisher : Springer Nature
ISBN 13 : 3030425452
Total Pages : 658 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Enlightened Marketing in Challenging Times by : Felipe Pantoja

Download or read book Enlightened Marketing in Challenging Times written by Felipe Pantoja and published by Springer Nature. This book was released on 2020-09-17 with total page 658 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Qualitative Consumer Research

Author : Russell W. Belk
Publisher : Emerald Group Publishing
ISBN 13 : 1787144917
Total Pages : 293 pages
Book Rating : 4.7/5 (871 download)

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Book Synopsis Qualitative Consumer Research by : Russell W. Belk

Download or read book Qualitative Consumer Research written by Russell W. Belk and published by Emerald Group Publishing. This book was released on 2017-08-18 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.

Strong Brands, Strong Relationships

Author : Susan Fournier
Publisher : Routledge
ISBN 13 : 1317662342
Total Pages : 342 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Strong Brands, Strong Relationships by : Susan Fournier

Download or read book Strong Brands, Strong Relationships written by Susan Fournier and published by Routledge. This book was released on 2015-06-12 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.

Contemporary Issues in Sport Management

Author : Dr. Terri Byers
Publisher : SAGE
ISBN 13 : 1473943949
Total Pages : 633 pages
Book Rating : 4.4/5 (739 download)

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Book Synopsis Contemporary Issues in Sport Management by : Dr. Terri Byers

Download or read book Contemporary Issues in Sport Management written by Dr. Terri Byers and published by SAGE. This book was released on 2015-11-30 with total page 633 pages. Available in PDF, EPUB and Kindle. Book excerpt: ‘Contemporary Issues in Sport Management presents an extensive array of absorbing contemporary issues relevant to managing sport. Internationally recognised scholars have contributed thought-provoking chapters on current global and local issues that are challenging traditional ways of thinking about and delivering sport. This exciting new book is rich in theory and stimulates readers to really think through the associated implications for sport management practice.’ -Tracy Taylor, Professor and Deputy Dean, University of Technology Sydney Business School Contemporary Issues in Sports Management offers a rich and dynamic introduction to the management of sport. An essential companion for all students embarking on a sports management course or module, it draws on research expertise from around the world and integrates these perspectives into engaging and accessible chapters. This book offers: Contemporary and international case studies followed by ‘Tools for analysis’ so students can put the methodology into practice. A range of pedagogical features including learning objectives, learning outcomes and short ‘Thinking points’ Useful websites and further reading at the end of each chapter A discussion of up-to-date issues including corruption in sport, sport policy, doping, athlete transgressions and much more. This book will lead students on a comprehensive exploration of global, national issues, and organizational issues in sport management. The authors encourage critical thought, investigation and the questioning of current practice in order to improve the leadership and management of sport in today’s society. Ideal for Undergraduate students of sport management, sport business, sport policy, sport marketing and sport development.