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Leadership Lost

In: Finding Wisdom in Brand Tragedies Managing Threats to Brand Equity

Author

Listed:
  • Chezy Ofir
  • Robert J Thomas

Abstract

The world has experienced excellent leadership throughout the years. Unfortunately, it has also had its share of poor leadership. Whether in business, government, social institutions, or other organizational forms, people have suffered from the intellectual, emotional, and behavioral limitations of so-called “leaders.” In many profit and non-profit organizations, the primary leader or chief executive officer (CEO) is the cornerstone of its brand and how it is perceived by its customers. From previous chapters, recall the leaders of Blackberry, Coca-Cola, United Airlines, Boeing, and the central roles they played when faced with a brand tragedy…

Suggested Citation

  • Chezy Ofir & Robert J Thomas, 2023. "Leadership Lost," World Scientific Book Chapters, in: Finding Wisdom in Brand Tragedies Managing Threats to Brand Equity, chapter 6, pages 105-126, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811268182_0006
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    More about this item

    Keywords

    Brand; Branding; Brand Equity; Brand Positioning; Brand Tragedy; Brand Failure; Brand Catastrophes; Brand Image; Brand Loyalty; Brand Strategy; Brand Marketing; Brand Awareness; Brand Knowledge; Brand Likeability; Brand Preference; Brand Loyalty; Brand Building; Brand Manager; Brand Management; Product Management; Marketing; Market Segmentation; Customers ; Customer Journey; Consumers; Consumer Journey; Product; Advertising; Digital Media ; Value Proposition;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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