Finding Wisdom in Brand Tragedies: Managing Threats to Brand Equity

by Robert J. Thomas

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...

• Format: Hardcover
• Language: English
• ISBN: 9811268177
• ISBN13: 9789811268175
• Release Date: May 2023
• Publisher: World Scientific Publishing Company
• Length: 188 Pages
• Weight: 0.93 lbs.
• Dimensions: 0.5" x 6.0" x 9.0"