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Rebuild (Hardcover)

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About the Book

What happens when prominent brands send faulty products into the market? Or defy governmental regulations? Or back the wrong marketing message? Or have very public management spats? Or simply fail to anticipate a major trend? Over the years, prominent Indian brands across product categories, both home-grown and multinational, have tackled crises - some unexpected and some self-inflicted, but each a defining factor in shaping the brand s future. In this first-of-its-kind narrative, Rebuild reveals the stories behind some of India s biggest business disasters. It closely examines the conditions that caused brands to falter - faulty products, leadership changes, disastrous sales cycles, competition activity, among others - analyses the steps that were taken to minimize damage to the brand, and describes how (if at all) they recovered. Digging deep into the crisis management strategies adopted by brands such as Coca-Cola, Unilever, Kingfisher, Tata Sons, Indian Premier League, Facebook, Uber, Nokia, Nestle Maggi Noodles and several more, it draws lessons that serve as cautionary tales for organizations, both small and large. Featuring interviews with top-management executives, brand managers, company representatives, business journalists as well as professors of branding, this meticulously researched book gives invaluable insight into how major brands dealt with potential disasters and emerged on the other side, victorious or wiser.

About the Author

Ramya Ramamurthy is a media professional who interviewed CEOs and CMOs for Storyboard, the CNBC TV18 magazine show that set the bar for tracking advertising and marketing on TV. She left broadcast journalism to direct documentaries for channels like Star World and National Geographic. Ramya studied English literature from Mumbai University and holds a diploma in Broadcast Journalism from Asian College of Journalism. Rebuild is her first book.

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