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首页> 外文期刊>Management Research News >Protecting from brand burn during times of crisis Mumbai 26/11: a case of the Taj Mahal Palace and Tower Hotel
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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

机译：在危机时期保护品牌免受烧毁孟买26/11：泰姬陵宫和塔酒店的案例

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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 are characterized by an overload of information. The exploratory study uses a case study methodology to get insights on how to manage a brand through a crisis. To validate findings, triangulation using independent reviewers, theory and secondary reports is used. Findings - First, a conceptual framework to manage brand burn is presented. Second, from the practitioner's point of view, the paper provides a checklist that gives strategic tips for preparing for and managing brand crisis. The findings show that both brand components and brand architecture can be used to manage brands through crisis. Research limitations/implications - The findings contribute to theory by adding to the evolving literature on brand architecture, brand components and crisis management. Key challenges were organizing and prioritizing the vast amount of data from secondary sources, including social media sites; time was an issue as memories fade; and another limitation was getting official confirmation since perceptions play a key role. Originality/value - This is the first study looking at a terrorist crisis from a brand management point of view. This paper contributes to theory by adding to the research in brand architecture and brand components and crisis management. Future studies can look at the model robustness in other crisis situations and the impact of managing social media.
机译：目的-在危机期间（在恐怖主义的背景下）管理品牌没有太多的历史研究，而现有的研究都集中在传播上。恐怖主义更加频繁。不容易预防；很少将风险管理作为最高管理优先级。本文的目的是使用有关品牌组件和架构的现有理论来防止品牌燃烧。品牌烧伤被定义为由于组织无法控制的危机而对品牌造成的偶然负面影响，这种危机可能不会被认为与组织的产品或管理直接相关。设计/方法/方法-危机的特征在于信息过多。探索性研究使用案例研究方法来获得有关如何在危机中管理品牌的见解。为了验证结果，使用了使用独立审阅者，理论和二次报告进行的三角剖分。调查结果-首先，提出了管理品牌烙印的概念框架。其次，从从业者的角度来看，本文提供了一份清单，为准备和管理品牌危机提供了战略性技巧。研究结果表明，品牌成分和品牌架构都可以用来应对危机。研究局限性/含义-研究结果通过添加有关品牌架构，品牌成分和危机管理的不断发展的文献，为理论做出了贡献。面临的主要挑战是组织和优先考虑来自包括社交媒体网站在内的辅助来源的大量数据；随着记忆的消逝，时间成为一个问题；由于知觉起着关键作用，因此另一个限制是得到官方的确认。原创性/价值-这是从品牌管理的角度研究恐怖主义危机的第一项研究。本文通过对品牌架构和品牌成分以及危机管理的研究加以补充，为理论做出了贡献。未来的研究可以研究在其他危机情况下模型的稳健性以及管理社交媒体的影响。

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