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Big brands, big companies, big budgetsand yet, things can still go wrong. In fact, four of the countrys most powerful brands were involved in major brand disasters: Cadburys Dairy Milk Chocolates, Coca-Cola and Pepsi, and UTIs Unit-64 were hit by major problemsworms in chocolates, pesticides in colas and a catastrophe in the countrys favorite mutual fund. In Brands under Fire, brand experts Ivan Arthur and Kurien Mathews use these case studies to cut through the common thinking on brand behaviour to submit fresh insights into the brands of the 21st century. In this book, the two authors, together with Indias most respected personalities from the fields of marketing, communication, academics and social science, explore the whole meaning of a brand, not just in the reality of todays marketplace but also in the new global environment. Are we witnessing the fading out of the traditional concepts of the brand as a deliverer of consumer expectations and the arrival of alternative models? What impact does the reach of new media, aggressive social activism, changing global sensitivities, agricultural, industrial and economic practice, the unpredictability and uncertainty of an increasingly complex environment, and, above all, a fully participating consumer who influences the product and brand dynamics, have on brand behaviour and a brands dialogue with the consumer? Brands under Fire questions whether there is a need to re-evaluate our relationship with brands and redesign it to make it more meaningfulto go beyond the traditional concept of the brand as merely a transaction between seller and buyer to new definitions of what todays brands can be. Brands under Fire will earn a place on the bookshelves of frontline managers, strategists and practitioners alike. Printed Pages: 232.