Book Review: Some lessons in fighting brand crises from the marketplace

In their book 'Managing Brand Transgressions: 8 Principles to Transform Your Brand', S P Jain and S S Jain attempt to draw the right lessons that are to be learnt from brand challenges

Managing Brand Transgressions: 8 Principles to Transform Your Brand 

Author: S P Jain & S S Jain

Publisher: De Gruyter

Pages: 195

Price: Rs 2,741

‘Success has many fathers but failure is an orphan’ is a quote attributed to many including President John F Kennedy. In a similar vein, there are many books about brand successes but very few on brand failures or brand “transgressions”. One of the books I managed to read many years ago, Brand Failures by Matt Haig, lists 100 biggest branding mistakes, nicely categorised as PR failures, culture failures, extension failures and so on.

Brands have faced