Brand Turnaround

Brand Turnaround

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Post, Karen McGraw-Hill Professional Publishing, 2012 Audio summary available
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IN THIS SUMMARY

Every brand wants to be the first one people think of when it is time to purchase a new product or service. Brands also want to make profits, get votes, or achieve other benchmarks of success while also being preferred by consumers. One challenge is that new brands are introduced every single day, making the battle for brand preference increasingly more difficult. As Karen Post explains in Brand Turnaround, when a brand experiences a setback, real change must happen before the brand will achieve a real turnaround. Once this recovery does happen and the brand finds favor once again in the eyes of consumers, it will need a new strategy to sustain its position. This does not mean problems will not happen in the future—it simply puts the brand in a better place to respond to issues when they do arise.