Ms. Kangana Ranaut : brand ambassador or brand destroyer? / A. Shivakanth Shetty, Kerena Anand, Manohar Kapse, Rukmani Singaram, Nandakishore S.

Format:

Book

Author/Creator:

Shetty, A. Shivakanth, author.

Anand, Kerena, author.

Kapse, Manohar, author.

Singaram, Rukmani, author.

S., Nandakishore, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Ranaut, Kangana--Case studies.

Ranaut, Kangana.

Product management--India--Cases studies--Case studies.

Product management.

Consumer complaints--Case studies.

Consumer complaints.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Ms. Kangana Ranaut, a celebrity brand ambassador for LIVA, entered an unwarranted series of controversies due to her independent thinking, outspoken personality, and explicit political beliefs that dragged brands endorsed by her into troubled waters. In a highly charged and divisive socio-political environment like India, a highly opinionated and politically active brand ambassador can also significantly divide consumers who may demonstrate wrath and hatred on the brand's social media. Brand Manager Mr. Rajeev Gopal must determine whether to continue with a popular celebrity like Ms. Kangana Ranaut or jettison her from the LIVA brand ambassadorship. Will the strong personality of Ms. Kangana Ranaut and her controversies overshadow the very ethos and principles of the LIVA brand? Should brands like LIVA develop their own personality and equity or still ride on the popularity of celebrities, who may occasionally drag brands into troubled waters?

Notes:

Description based on XML content.

ISBN:

1-0719-2119-3

9781071921197

OCLC:

1417358054