Brand resilience : managing risk and recovery in a high-speed world

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Title:

Author:

Copulsky, Jonathan R.

ISBN:

9780230392182

Personal Author:

Copulsky, Jonathan R.

Publication Information:

Basingstoke : Palgrave Macmillan, 2012.

Physical Description:

xi, 244 p. : ill. ; 25 cm.

General Note:

First published: New York : St Martin's Press, 2011.

Contents:

Machine generated contents note: pt. One Why Your Brand Is at More Risk than You Think in a High-Speed World -- 1.A Brand New Day -- Valuable Brands, Fragile Brands -- 2.Marketing as Warfare -- The New Insurgency -- pt. Two Seven Steps for Managing Brand Risk and Recovery -- 3.Step One, Part One -- Assess Brand Risks---The Enemy Within -- 4.Step One, Part Two -- Assess Brand Risks---Beyond Your Borders -- 5.Step Two -- Galvanize Your Brand Troops -- 6.Step Three -- Deploy Your Brand Risk Early Warning Systems -- 7.Step Four -- Repel the Attacks on Your Brand -- 8.Step Five -- Learn and Adapt Your Brand Defenses -- 9.Step Six -- Measure and Track Brand Resilience -- 10.Step Seven -- Generate Popular Support for Your Brand Resilience Campaign -- pt. Three A Glance Ahead -- 11.Looking Backward, Looking Forward.

Abstract:

Today information travels at the speed of light, and social and mobile media make even the most vaunted brands vulnerable to attack - by disgruntled customers, rivals, and even internal sources. Jonathan Copulsky, drawing on years of experience consulting to the world's leading companies, lays out a seven-step plan for anticipating risk, galvanizing employees, launching counterattacks, and playing brand defense with the same tools your would-be saboteurs are using. This book is full of valuable information to help make your organisation battle-ready - even for the challenges you haven't yet discovered.

Subject Term:

Branding (Marketing)

Brand name products.

Success in business.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025588282	658.872 C785B 2012	1	Searching... Unknown

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Summary

As the recent Tiger Woods scandal illustrates, 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.

Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage:

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.