The Resource Brand resilience : managing risk and recovery in a high-speed world, Jonathan R. Copulsky

Brand resilience : managing risk and recovery in a high-speed world, Jonathan R. Copulsky

Label
Brand resilience : managing risk and recovery in a high-speed world
Title
Brand resilience
Title remainder
managing risk and recovery in a high-speed world
Statement of responsibility
Jonathan R. Copulsky
Creator
Subject
Language
eng
Summary
"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. 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"--
Assigning source
Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Copulsky, Jonathan R
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.C67 2011
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
  • Success in business
  • Brand name products
  • Branding (Marketing)
  • Success in business
Label
Brand resilience : managing risk and recovery in a high-speed world, Jonathan R. Copulsky
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Introduction: it's what you do next that counts -- 1: Why your brand is at more risk than you think in a high-speed world -- A brand new day : valuable brands, fragile brands -- Marketing as warfare : the new insurgency -- 2: Seven steps for managing brand risk and recovery -- Assess brand risks --the enemy within -- Assess brand risks-- beyond your borders -- Galvanize your brand troops -- Deploy your brand risk early warning systems -- Repel the attacks on your brand -- Learn and adapt your brand defenses -- Measure and track brand resilience -- Generate popular support for your brand resilience campaign -- Looking backward, looking forward
Dimensions
25 cm
Edition
1st ed.
Extent
xi, 244 pages
Isbn
9780230111387
Isbn Type
(hardback)
Lccn
2010049020
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)679929245
  • (OCoLC)ocn679929245
Label
Brand resilience : managing risk and recovery in a high-speed world, Jonathan R. Copulsky
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Introduction: it's what you do next that counts -- 1: Why your brand is at more risk than you think in a high-speed world -- A brand new day : valuable brands, fragile brands -- Marketing as warfare : the new insurgency -- 2: Seven steps for managing brand risk and recovery -- Assess brand risks --the enemy within -- Assess brand risks-- beyond your borders -- Galvanize your brand troops -- Deploy your brand risk early warning systems -- Repel the attacks on your brand -- Learn and adapt your brand defenses -- Measure and track brand resilience -- Generate popular support for your brand resilience campaign -- Looking backward, looking forward
Dimensions
25 cm
Edition
1st ed.
Extent
xi, 244 pages
Isbn
9780230111387
Isbn Type
(hardback)
Lccn
2010049020
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)679929245
  • (OCoLC)ocn679929245

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