Troll Proof Branding in the Age of Doppelgangers

Name: Troll Proof Branding in the Age of Doppelgangers
Brand: Atlantic Publishers & Distributors (P) Ltd
SKU: 9788126935994
Price: 413.0 INR
Availability: InStock

by Gaurav Sood

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ISBN13: 9788126935994
Binding: Paperback
Subject: Business Management
Publisher: Atlantic Publishers & Distributors (P) Ltd
Publisher Imprint: Atlantic
Publication Date: September 5, 2023
Pages: 270
Original Price: INR 550.0
Language: English
Edition: N/A
Item Weight: 350 grams
BISAC Subject(s): General

About The Book

Fake news, Hacktivism, Internet trolls and Culture jamming are rampant pop culture phenomena in the age of consumerism. Clever strategies such as emotional and cultural branding can only help your brand go as far as one little slip from grace. In the blink of an eye, your brand’s image can be tarnished by its monstrous doppelganger. Tweets by angry fans along with memes about your brand can become your worst nightmare. Troll Proof Branding in the Age of Doppelgangers captures the evolution of the brand alter ego, also known as brand doppelganger image created by consumers, anti-brand activists, competitors, opinion leaders, media and the public. It aids you in developing strategies to counter the impact of your brand doppelgangers. Arm yourself with strategies that promote brand positivity to fight trollers and hacktivists.

About The Author

Professor (Dr) Gaurav Sood is a brand evangelist, researcher, educator, speaker, columnist and author, with more than two-decade practice creating strong brands. He has been an integral part of developing and managing marketing and integrated marketing communication campaigns for global brands in India, Germany and the United States. He has carved out a niche as a brand strategist and pioneer in the domain of brand research. He has seen the evolving face of global media and advertising and contributed immensely towards rejuvenating and lending a fresh perspective towards brand communication to major corporate players in the realms of engineering, IT, telecommunications, FMCG, services, consumer durables and media marketing―in both in India and the United States. He is Professor of Marketing at Amity School of Business, Amity University, India. His research work has focused on the nouveau field of ‘doppelganger brand imagery’, and his research papers and articles have been published in leading academic journals and business and marketing magazines. His work has also achieved remarkable acceptance by academicians and practitioners across multiple fields. He has also authored three books:

1. Impact of Doppelganger Brand Image on Indian Premiere League (IPL)―2020

2. Global Business Strategies for Sustainability―2019, co-edited by Gaurav Sood and J. K. Sharma

3. Global Business Strategies for Sustainability―2021, co-edited by Gaurav Sood and J. K. Sharma

He is an alumnus of Amity University (PhD); Emerson College, Boston; Institute of Management Technology, Ghaziabad; and Panjab University, Chandigarh. He is a notable guest blogger at BW Businessworld. Dr Sood is also on the editorial board of reputed international journals such as International Journal on Document Analysis and Recognition (IJDAR) and International Journal of Public Sector Performance Management.

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