Preventing brand burn during times of crisis: Mumbai 26/11: a case of Taj Mahal Palace and Tower Hotel

Brand burn is the accidental negative impact on a brand as a consequence of a crisis relating to factors outside the control of an organization not directly related to product or organizational management. Using a case study methodology, the methods used to manage brands during a terrorism crisis, using brand architecture and brand components are identified and evaluated. The paper contributes first to theory by adding to the limited research in this area; and second to the practitioner's point of view by providing a checklist that gives strategic tips for preparing and managing crises.