How to Save Your Brand in the Face of Crisis?

By: Material type: ArticleArticleLanguage: ENG Series: ; 51Publication details: Summer 2010 0Edition: 4Description: 57-64 PpSubject(s): DDC classification:
  •  Joh
Online resources: Summary: The article offers a crisis communication framework that highlights when specific communication strategies should be used to help a brand recover from a crisis and restore trust and brand image with customers. According to the authors, the situation of a company can be evaluated along three dimensions, namely the truth or falsity of the accusation of wrongdoing, the severity of the crisis, and whether customers have forged a strong personal identification with the brand. After establishing the key questions about the situation, managers can then select the appropriate communications approach, such as coming clean, bolstering the company image, and inoculation, among others.
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Articles Articles Main Library Joh (Browse shelf(Opens below)) Available AR11663

The article offers a crisis communication framework that highlights when specific communication strategies should be used to help a brand recover from a crisis and restore trust and brand image with customers. According to the authors, the situation of a company can be evaluated along three dimensions, namely the truth or falsity of the accusation of wrongdoing, the severity of the crisis, and whether customers have forged a strong personal identification with the brand. After establishing the key questions about the situation, managers can then select the appropriate communications approach, such as coming clean, bolstering the company image, and inoculation, among others.

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