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Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference
book

Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

by Karen Post
December 2011
Beginner to intermediate content levelBeginner to intermediate
264 pages
6h 42m
English
McGraw-Hill
Content preview from Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Damaged Brands Need Change

Even if a brand is not guilty of anything, the fact that perceptions about the brand, its reputation, and image are in question indicates that a transformation is needed. The degree of change warranted is unique to every brand turnaround situation. Some brands in trouble require only potent marketing, communication, and a name change, as was the case with ValuJet; others like Children’s Hospital of Orange County (CHOC), California, needed a complete brand overhaul, including significant transformations to its culture, leadership, finances, human resources, operations, and marketing.

ValuJet/AirTran Brand Turnaround Story

Founded in 1992, ValuJet was one of many low-cost carriers that thrived in the 1990s. On May 11, ...

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Publisher Resources

ISBN: 9780071775281