Brand resilience: managing risk and recovery in a high-speed world
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York City
Palgrave Macmillan
2011
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index. -- "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.<B>Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage:</B>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. |
| Beschreibung: | XI, 244 S. |
| ISBN: | 9780230111387 |
Internformat
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| 500 | |a Includes index. -- "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.<B>Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage:</B>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. | ||
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Success in business | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024162228&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-024162228 | ||
Datensatz im Suchindex
| _version_ | 1804147984524378112 |
|---|---|
| adam_text | Titel: Brand resilience
Autor: Copulsky, Jonathan R.
Jahr: 2011
CONTENTS
Acknowledgments v
Foreword ix
by Marty Neumeier
Introduction: It s What You Do Next That Counts 1
Part One-Why Your Brand Is at More Risk than
You Think in a High-Speed World
1 A Brand New Day 9
Valuable Brands, Fragile Brands
2 Marketing as Warfare 27
The New Insurgency
Part Two-Seven Steps for Managing
Brand Risk and Recovery
3 Step One, Part One 47
Assess Brand Risks-The Enemy Within
4 Step One, Part Two 73
Assess Brand Risks-Beyond Your Borders
5 Step Two 93
Galvanize Your Brand Troops
6 Step Three 113
Deploy Your Brand Risk Early Warning Systems
7 Step Four 129
Repel the Attacks on Your Brand
8 Step Five 149
Eearn and Adapt Your Brand Defenses
9 Step Six 165
Measure and Track Brand Resilience
10 Step Seven 185
Generate Popular Support for Your Brand
Resilience Campaign
Part Three-A Glance Ahead
11 Looking Backward, Looking Forward 201
Further Reading 209
Notes 213
Index 239
|
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| author | Copulsky, Jonathan R. |
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| dewey-full | 658.8/72 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| isbn | 9780230111387 |
| language | English |
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| physical | XI, 244 S. |
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| spelling | Copulsky, Jonathan R. Verfasser aut Brand resilience managing risk and recovery in a high-speed world Jonathan R. Copulsky New York City Palgrave Macmillan 2011 XI, 244 S. txt rdacontent n rdamedia nc rdacarrier Includes index. -- "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.<B>Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage:</B>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. Branding (Marketing) Brand name products Success in business HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024162228&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Copulsky, Jonathan R. Brand resilience managing risk and recovery in a high-speed world Branding (Marketing) Brand name products Success in business |
| title | Brand resilience managing risk and recovery in a high-speed world |
| title_auth | Brand resilience managing risk and recovery in a high-speed world |
| title_exact_search | Brand resilience managing risk and recovery in a high-speed world |
| title_full | Brand resilience managing risk and recovery in a high-speed world Jonathan R. Copulsky |
| title_fullStr | Brand resilience managing risk and recovery in a high-speed world Jonathan R. Copulsky |
| title_full_unstemmed | Brand resilience managing risk and recovery in a high-speed world Jonathan R. Copulsky |
| title_short | Brand resilience |
| title_sort | brand resilience managing risk and recovery in a high speed world |
| title_sub | managing risk and recovery in a high-speed world |
| topic | Branding (Marketing) Brand name products Success in business |
| topic_facet | Branding (Marketing) Brand name products Success in business |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024162228&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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