TITLE

Brands behaving badly

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
August 2002
SOURCE
Brand Strategy;Aug2002, Issue 162, p23
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on how Ford Motor Co. and Bridgestone/Firestone managed their brands following a 2000/2001 tire safety scandal in the United States. Chronology of events in the scandal; Crisis management techniques adopted by the companies; Impact of the scandal on the companies' finances.
ACCESSION #
7271384

 

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