LEADER 00000cam a22004814a 4500 
001    ocn679929245 
005    20120626111703.0 
008    101117s2011    nyua     b    001 0 eng   
010      2010049020 
020    9780230111387|qhardback 
020    0230111386|qhardback 
035    (OCoLC)ocn679929245 
035    564624 
040    DLC|beng|cDLC|dBTCTA|dYDXCP|dORX|dBWX|dYBM|dVP@|dCDX|dBDX
       |dTULIB 
042    pcc 
049    RIDM 
050 00 HF5415.1255|b.C67 2011 
082 00 658.8/72|222 
084    BUS043000|aBUS063000|aBUS016000|2bisacsh 
090    HF5415.1255 .C67 2011 
100 1  Copulsky, Jonathan R.|0https://id.loc.gov/authorities/
       names/n2010075002 
245 10 Brand resilience :|bmanaging risk and recovery in a high-
       speed world /|cJonathan R. Copulsky. 
250    1st ed. 
264  1 New York, NY :|bPalgrave Macmillan,|c2011. 
300    xi, 244 pages :|billustrations ;|c25 cm 
336    text|btxt|2rdacontent 
337    unmediated|bn|2rdamedia 
338    volume|bnc|2rdacarrier 
504    Includes bibliographical references and index. 
505 0  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. 
520    "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"--|cProvided by publisher. 
650  0 Branding (Marketing)|0https://id.loc.gov/authorities/
       subjects/sh2007006470 
650  0 Brand name products.|0https://id.loc.gov/authorities/
       subjects/sh85016403 
650  0 Success in business.|0https://id.loc.gov/authorities/
       subjects/sh85129589 
650  7 Branding (Marketing)|2fast|0https://id.worldcat.org/fast/
       1743755 
650  7 Brand name products.|2fast|0https://id.worldcat.org/fast/
       837883 
650  7 Success in business.|2fast|0https://id.worldcat.org/fast/
       1137062 
901    MARCIVE 20231220 
935    564624 
994    C0|bRID