New Delhi, India, Penguin Portfolio: 2008
Edition: First Edition
Seller ID: 026722
Big brands, big companies, big budgets—and yet, things can still go wrong. In fact, four of the country’s most powerful brands were involved in major brand disasters: Cadbury’s Dairy Milk Chocolates, Coca-Cola and Pepsi, and UTI’s Unit-64 were hit by major problems—worms in chocolates, pesticides in colas and a catastrophe in the country’s 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, ... View More...