December 2011
Beginner to intermediate
264 pages
6h 42m
English
When brands go bad, they often cycle through the following phases.
Something happens, either through internal or external means, that causes a market shift, changing the brand’s score from high and loved to low and questionable.
As a result, the environment suddenly changes and the market reacts negatively. Public opinion, once positive, turns hostile; popularity wanes or disappears; advocates and ambassadors no longer spread the word; and positive buzz evaporates. Now, these things happen to the brand:
It is seen as a ...