Building brands-brand relationships and brand, Operation Management

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Building brands-brand relationships and brand

WEEK 6: BUILDING BRANDS, BRAND RELATIONSHIPS, AND BRAND EQUITY

A few years ago, Oprah Winfrey suggested to her viewers that they could get a free meal at Kentucky Fried Chicken if they printed out an Internet coupon. Oprah's endorsement created demand from 4 million new customers that the franchise could not meet.

(a) Is all publicity good publicity? Why? Or was this just a bad idea that hurt the client, and why do you say so?

(b) How best would you handle such a situation and why?

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