Office of Academic Resources
Chulalongkorn University
Chulalongkorn University

Home / Help

AuthorCopulsky, Jonathan R.
TitleBrand resilience : managing risk and recovery in a high-speed world / Jonathan R. Copulsky
Imprint New York, NY : Palgrave Macmillan, 2011.
Edition 1st ed.
Descript xi, 244 p. : ill. ; 25 cm.


Introduction: it's what you do next that counts -- 1: Why your brand is at more risk than you think in a high-speed world -- A brand new day : valuable brands, fragile brands -- Marketing as warfare : the new insurgency -- 2: Seven steps for managing brand risk and recovery -- Assess brand risks --the enemy within -- Assess brand risks-- beyond your borders -- Galvanize your brand troops -- Deploy your brand risk early warning systems -- Repel the attacks on your brand -- Learn and adapt your brand defenses -- Measure and track brand resilience -- Generate popular support for your brand resilience campaign -- Looking backward, looking forward.

Branding (Marketing) Brand name products. Success in business

Communication Arts Library658.827 C785B 2011CHECK SHELVES

Chulalinet's Book Delivery Request


Office of Academic Resources, Chulalongkorn University, Phayathai Rd. Pathumwan Bangkok 10330 Thailand

Contact Us

Tel. 0-2218-2929,
0-2218-2927 (Library Service)
0-2218-2903 (Administrative Division)
Fax. 0-2215-3617, 0-2218-2907

Social Network


facebook   instragram