03213cam a22003734a 4500 16541253 SISC 20170201082558.0 101117s2011 nyua b 001 0 eng 2010049020 9780230111387 (hardback) 0230111386 (hardback) (OCoLC)ocn679929245 DLC DLC BTCTA YDXCP ORX BWX YBM VP@ CDX DLC pcc HF 5415.1255 .C67 2011 658.8/72 BUS043000 BUS063000 BUS016000 bisacsh Copulsky, Jonathan R. Brand resilience : managing risk and recovery in a high-speed world / Jonathan R. Copulsky. 1st edition. New York, NY : Palgrave Macmillan, 2011. xi, 244 pages : illustrations ; 25 cm. Includes bibliographical references and index. 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. "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"-- Branding (Marketing). Brand name products. Success in business. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK FOR 275398 275398 0 0 lcc 0 CL CL GC 2014-01-20 DONATION 0 HF 5415.1255 .C67 2011 C15488 2018-05-15 00:00:00 1 2014-01-20 BK 0 0 lcc 0 OP CL CL GC 2014-09-03 DONATION 0 HF 5415.1255 .C67 2011 C18603 2018-05-15 00:00:00 2014-09-03 BK