000			01956 a2200193 4500
999			_c1599 _d1599
003			OSt
005			20190207130214.0
008			190207b ||||| |||| 00| 0 eng d
020	0		_a9789351951407
040			_cIIMV
082	0		_a658.827
100	0		_aRamya Ramamurthy _eAuthor _9875
245	0		_aRebuild: _bHow Brands in India Overcame Crisis and Emerged Stronger, Better, Wiser _cby Ramya Ramamurthy
260			_bhachette _c2018 _aNoida
300			_a 420 pages: _c23 cms.
520	3		_aWhat happens when prominent brands: Send faulty products into the market? Defy governmental regulations? Back the wrong marketing message? Have management spats in public? Or simply fail to anticipate a major trend? Over the years, prominent brands in India across product categories, both home-grown and multinational, have tackled crises – some unexpected and some self-inflicted, but each a defining factor in shaping a company’s future. In a first-of-its-kind narrative, Rebuild brings together the stories behind some of India’s biggest businesses that dealt with potential disaster and emerged on the other side – either victorious or wiser. Digging deep into the crisis management strategies adopted by companies such as Coca-Cola, Unilever, Kingfisher, Tata Sons, Indian Premier League, Facebook, Uber, Nokia, Nestlé Maggi Noodles and several more, it analyses the steps that different organizations have taken to minimize damage to their brand, and describes how (if at all) they recovered. Featuring interviews with top management executives as well as expert brand-watchers, Rebuild closely examines the circumstances that cause brands to falter – faulty products, leadership changes, disastrous sales cycles, and competition activity, among others – and provides invaluable insights that may serve as cautionary tales for organizations, both small and large.
650	0		_aBranding-Marketing _9876
942			_2ddc _cBK