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Brand Crisis Management

This document discusses brand reputation and crisis management. It defines corporate reputation and notes that reputation reflects past performance and a firm's ability to deliver outcomes. Reputational trouble can come from many causes, including product failures, social issues, corporate misbehavior, poor business results, and spokesperson misbehavior. Some examples of brand crises are provided. The document outlines categories of brand crises and assesses the seriousness of situations by how they threaten a brand's meaning or position. It provides 4 key areas to analyze emerging issues: brand elements, crisis situation, company initiatives, and results. The consequences of a crisis can include impacts on trust, integrity, efficacy and more.

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Vimaladhithan Vimal
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68 views9 pages

Brand Crisis Management

This document discusses brand reputation and crisis management. It defines corporate reputation and notes that reputation reflects past performance and a firm's ability to deliver outcomes. Reputational trouble can come from many causes, including product failures, social issues, corporate misbehavior, poor business results, and spokesperson misbehavior. Some examples of brand crises are provided. The document outlines categories of brand crises and assesses the seriousness of situations by how they threaten a brand's meaning or position. It provides 4 key areas to analyze emerging issues: brand elements, crisis situation, company initiatives, and results. The consequences of a crisis can include impacts on trust, integrity, efficacy and more.

Uploaded by

Vimaladhithan Vimal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Brand Reputation and

Brand Crisis Management

R.Vimaladhithan
11MBA0037

What is Brand
Reputation
A

corporate reputation is a collective


representation of a firms past performance
and results that describe the firms ability to
deliver its outcomes It gauges a firms
relative standing both internally and
externally.
Reputation is public information regarding a
players trustworthiness. A players
reputation reflects the information that third
parties have on how trustworthy his
behavior has been in the past.

Reputation Troubles
Reputational

trouble may come in


many forms from a widely variety of
causes and from many publics
Here is the different causes of brand
crisis

Categorization of Brand
Crisis
Product

failure

Tylenol Perrier ( capsules causes death of 7 people


in a single day, when traces of benzene are found
in the bottles of perrier).

Social

Relationship Gap

Nike ( Non-US labor and Questionable working


hours)

Corporate

Misbehavior

Siemens (corporate corruption in Multinational


fraud and Bribery).
Merck (Alleged suppression of early drug trials of
Vioxx).

Categorization of Brand
Crisis (Contd.)
Poor

Business Results

Polaroid ( failure to adapt technologically)

Spokesperson

Misbehavior

Kobe Bryant ( Star NBA athlete and endorser of


brand who was accused).

Assessing the Seriousness of


the situation
What

made some of these crises which was


a life-threatening to the organizations.
This will affect the distinctive attribute /
characteristic which is closely associated
with the brands meaning and success.
When this occurs a companys marketplace
position and its brand meaning are seriously
challenged.
If the essence of the brand is not central to
the situation, the problem is more likely to
be overcome.

4 Key areas to analyze an


emerging issue
The

brand elements :

Brands market place situation


Brand strengths/ weakness
Essence of the brands meaning

The

crisis situation:

Seriousness of situation
Its threat to brands position / meaning

4 Key areas to analyze an


emerging issue (Contd.)
Company

Initiatives

Impact on brand and problem situation of


company behavior/actions.

Results
Effectiveness of initiatives in terms of
recovery/ re-launch, restoring brand meaning,
and favorability or market share.

Consequences
Trust

and faith
Integrity
Efficacy
Integrity of athletic competition
Accuracy

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