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How Leaders Can Manage Threats to Brand Equity

In: Finding Wisdom in Brand Tragedies Managing Threats to Brand Equity

Author

Listed:
  • Chezy Ofir
  • Robert J Thomas

Abstract

The world has seen its share of brand tragedies. Haig describes 100 in his book and CB Insights cataloged 160 new product brand failures, many of which are from well-known national brands. While organizations are destined to have failures, especially for new products, this book has been concerned with how the leadership of successful brands encounter a potentially tragic situation and take actions to resolve it … or not…

Suggested Citation

  • Chezy Ofir & Robert J Thomas, 2023. "How Leaders Can Manage Threats to Brand Equity," World Scientific Book Chapters, in: Finding Wisdom in Brand Tragedies Managing Threats to Brand Equity, chapter 8, pages 145-163, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811268182_0008
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    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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