Managing Brand Transgressions

8 Principles to Transform Your Brand

Shailendra Pratap Jain, Shalini Sarin Jain

• Publisher: De Gruyter
• Year: 2024
• Print ISBN: 9781501521089
• eBook ISBN: 9781501517358
• Edition: 1
• Topic: Business
• Subtopic: Management
• Index: Business

Finalist in the Marketing - Branding category of the Goody Business Book Awards 2024

Boeing Max 737's twin crashes, Volkswagen's Dieselgate scandal, worms in Cadbury's chocolates, cyanide in Tylenol, the #MeToo movement… In the past 24–48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions – real or perceived – plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations.

Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises – some successful, some not – caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.

Table of contents

• Title Page
• Copyright
• Contents
• Advance Praise for Managing Brand Transgressions
• Introduction The Eight Principles
• Chapter 1 The First Principle: Do The Right Thing Cyanide in Tylenol, Wells Fargo Banking Scandal, and Snow Brand Milk Poisoning
• Chapter 2 The Second Principle: Take Accountability Death by Dalkon Shield Contraceptive and Explosive Nokia Phone Batteries
• Chapter 3 The Third Principle: Act With Lightning Speed Racial Insensitivity at Starbucks and Maggi Noodles in a Tangle
• Chapter 4 The Fourth Principle: Communicate Transparently Volkswagen Emissions Scandal and Stoli Vodka’s Russia Connection
• Chapter 5 The Fifth Principle—Choose Principle Over Profit Boeing 737 MAX Twin Crashes and Merck and River Blindness
• Chapter 6 Sixth Principle: Treat Each Life With Dignity Dolce & Gabbana in China and Ben & Jerry’s Ice Cream
• Chapter 7 Seventh Principle: Leadership Sets The Tone Sexual Harassment at Fox News and the Ultimate Sacrifice at Taj Hotel Mumbai
• Chapter 8 Eighth Principle: Build Brand Authenticity The Cases of Patagonia and Interface Carpets
• Conclusion Tying the Eight Principles Together
• List of Abbreviations
• Index