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Protecting From Brand Burn During Times Of Crisis: Mumbai 26/11: A Case Of The Taj Mahal Palace And Tower Hotel, Melodena Stephens Balakrishnan

University of Wollongong in Dubai - Papers

Purpose – Managing brands during crisis (in the context of terrorism) does not have much historical research and the studies that exist focus on communication. Terrorism is more frequent; not easily prevented; and rarely a top management priority for risk management. The purpose of this paper is to use exiting theory on brand components and architecture to prevent brand burn. Brand burn is defined as the accidental negative impact formed on a brand due to a crisis outside the control of an organization, which may not be perceived as directly related to the organization’s product or management.

Design/methodology/approach – Crises …