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Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity

Author

Listed:
  • Robert J Thomas

    (Georgetown University, USA)

Abstract

Brands and branding have deep historical roots. Almost anything or anyone can be branded with a name or mark for commercial or other purposes. The act of branding initiates activities in a brand ecosystem among people and organizations who have a vested interest in the brand's value. Unfortunately, a brand may experience a tragedy that can put its value and equity at risk. Pundits will often conclude there is a primary reason for a specific brand's tragedy, however, studying the situation more deeply can reveal tragic flaws in response to brand-challenging experiences that enhance managerial wisdom.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Robert J Thomas, 2023. "Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 13196, August.
    • Handle: RePEc:wsi:wsbook:13196
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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/13196
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    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    Keywords

    Brand; Branding; Brand Equity; Brand Positioning; Brand Tragedy; Brand Failure; Brand Catastrophes; Brand Image; Brand Loyalty; Brand Strategy; Brand Marketing; Brand Awareness; Brand Knowledge; Brand Likeability; Brand Preference; Brand Loyalty; Brand Building; Brand Manager; Brand Management; Product Management; Marketing; Market Segmentation; Customers ; Customer Journey; Consumers; Consumer Journey; Product; Advertising; Digital Media ; Value Proposition;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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