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Marketing Ethics

P/M/805. Brand terrorism: causes, consequences and prevention measures

WORDS:
5500
DATE:
2006
PRICE:
59.99 GBP

The paper examines the phenomenon of brand terrorism providing a literature review on the definitions of brand, the theories of branding, advertising, consumer behaviour, etc. Examples of spoof logos are presented discussing the causes and consequences of brand terrorism, reviewing Nike?s experience in dealing with it, and addressing the issues of crisis management and prevention of brand terrorism.

 

KEYWORDS: Brand terrorism, advertising, Nike, crisis management,

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