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  • Managing Your Brand: Through A Crisis

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    Sai Bhargav
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    1) Brand crises can occur from unsubstantiated claims against a brand, unexpected events that threaten a brand's benefits, and result in lost sales, trust, and industry impacts. 2) There are different types of brand crises including victim, accidental, intentional, performance-related, and values-related crises. 3) When responding to a brand crisis, companies must decide on a strategy along the mitigation-aggravation and accommodative-defensive continuums, such as denying responsibility, apologizing, or attacking accusers.

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    1) Brand crises can occur from unsubstantiated claims against a brand, unexpected events that threaten a brand's benefits, and result in lost sales, trust, and industry impacts. 2) There are different types of brand crises including victim, accidental, intentional, performance-related, and values-related crises. 3) When responding to a brand crisis, companies must decide on a strategy along the mitigation-aggravation and accommodative-defensive continuums, such as denying responsibility, apologizing, or attacking accusers.

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    9 views11 pages

    Managing Your Brand: Through A Crisis

    Uploaded by

    Sai Bhargav
    1) Brand crises can occur from unsubstantiated claims against a brand, unexpected events that threaten a brand's benefits, and result in lost sales, trust, and industry impacts. 2) There are different types of brand crises including victim, accidental, intentional, performance-related, and values-related crises. 3) When responding to a brand crisis, companies must decide on a strategy along the mitigation-aggravation and accommodative-defensive continuums, such as denying responsibility, apologizing, or attacking accusers.

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    Managing Your Brand

    THROUGH A CRISIS
    BHARGAV- SATYASUNDER-PARDHA SAI-PRAKARSH
    BRAND CRISIS
    MANAGEMENT
    • Instances of well-publicized claims that a key brand position is
    unsubstantiated
    • Unexpected events that threaten a brand’s perceived ability to deliver
    expected benefits

    Results in
     
    • Own- brand sales
    • Loss in customer trust
    • Affects marketing
    instruments
    • Spill over the entire industry
    TYPES OF BRAND CRISIS

    BRAND CRISIS

    Attribution theory
    Attribution theory Attribution theory
    Attribution theory

    Victim crisis
    crisis Accidental crisis
    crisis Intentional crisis
    crisis Performance
    Performance Values related
    Values related
    Victim Accidental Intentional
    related crisis
    related crisis crisis
    crisis

    Competence based
    Competence based crisis
    crisis
    How consumers process info
    Moral based
    Moral based crisis
    crisis
    CORPORATE RESPONSE STRATEGIES
    Unambiguous support
    Mitigation- Repair strategy after Accommodative- • Apology to
    aggravation continuum crisis defensive continuum
    customers/stakeholders
    Silence Deny Attack the accuser
    • Some form of remedy
    concession Evasion of responsibility Denial • Product replacement/
    voluntary product recall
    excuse Reducing offensiveness Excuse
    of event Stonewalling
    justification Corrective action Justification • Denial of responsibility
    • Absence of remedial
    Refusal mortification ingratiation
    measures
    • No communication at all
    CORPORATE RESPONSE STRATEGIES

    CORPORATE
    CORPORATE
    APOLOGY
    APOLOGY

    CUSTOMER
    CUSTOMER
    ARGUMENTATION
    ARGUMENTATION
    FUNCTIONAL REPAIR
    FUNCTIONAL REPAIR
    APOLOGETIC
    APOLOGETIC STRATEGY
    STRATEGY
    RESPONSE STRATEGIES
    RESPONSE STRATEGIES

    DIAGONCITY
    DIAGONCITY

    INFORMATION
    INFORMATION
    REPAIR EFFORTS
    REPAIR EFFORTS
    FACTORS INFLUENCING RESPONSE STRATEGIES

    Characteristics of Brand Crisis

    Characteristics of Brand

    Characteristics of Consumers

    Characteristics of Consumer Brand relationship


    7 STEPS TO MANAGE BRAND CRISIS
    ASSESS THE SITUATION

    ASSIGN DUTIES TO COMMUNICATE

    UNDERSTAND YOUR AUDIENCE

    DECIDE HOW TO RESPOND

    GET YOUR MESSAGE HEARD

    MEASURE THE IMPACT OF YOUR STATEMENTS

    KNOW WHEN TO STOP

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