Brand Equity & Crisis
    Management

      Team Brand Slam
          Ryan Fox
        Brent Holloway
       Carrie Martin...
AGENDA


►   Brand Equity

►   Key Topics
       ▪ What role does brand equity play in a crisis?
       ▪ Does existing br...
KEY TOPICS


►   What role does brand equity play in a crisis?
        ▪ Build brand equity early
        ▪ Diversify bran...
BUILD BRAND EQUITY EARLY


►   Insulation against possible crises

►   Quicker recovery from crises

►   How? Corporate So...
DIVERSIFY BRAND PORTFOLIO


►   Limit Sub-brands

►   Eliminate the Association Effect




    ►   DOLE E. Coli Salad
    ...
TAKE ADVANTAGE


►   Free media coverage
►   Display responsibility
►   Earn trust
►   Spurs Innovation




►   J&J Tylenol
BRAND MEANING & S.H. RESPONSE


Customers        ►   Heritage vs. Individual Branding
                          ▪ Dove vs....
BRAND STRENGTH & S.H. RESPONSE


Customers      ►   Awareness: UP
                      ▪ Newsworthiness
Shareholders     ...
HOW S.H. PERCEIVE COMPANY RESPONSE


Customers      ►   Proactive vs. Passive Responses
                      ▪ Can’t plea...
WHAT ARE THE OPTIMAL BRAND PROPERTIES?



        STRONG BRAND EQUITY


                    Positive
                  Bra...
WHAT ARE THE OPTIMAL BRAND PROPERTIES?




                    TRUST



     INTANGIBLES            TANGIBLES
     ▪ Integ...
CRISIS ACTION PLAN


►   Assess the Situation/Incident
        ▪ Spillover Effect
        ▪ Rebound Effect


►   Acknowled...
DISCUSSION


►   What role does brand equity play in a crisis?

►   Does existing brand equity hurt or help?

►   What rol...
Brand Equity and Company Crises
Brand Equity and Company Crises
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Brand Equity and Company Crises

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Final project - MBA Brand Management course

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Brand Equity and Company Crises

  1. 1. Brand Equity & Crisis Management Team Brand Slam Ryan Fox Brent Holloway Carrie Martinelli Michael Roy Garrett Smith
  2. 2. AGENDA ► Brand Equity ► Key Topics ▪ What role does brand equity play in a crisis? ▪ Does existing brand equity hurt or help? ▪ What role does brand equity play in stakeholder response? ► Recommendations & Conclusion ▪ What are the optimal brand properties? ▪ How should a company respond to a crisis?
  3. 3. KEY TOPICS ► What role does brand equity play in a crisis? ▪ Build brand equity early ▪ Diversify brand portfolio? ► Does existing brand equity hurt or help? ▪ Take advantage of a crisis ► What role does brand equity play in stakeholder response? ▪ Brand Meaning and Brand Awareness ▪ How stakeholders perceive the company’s response
  4. 4. BUILD BRAND EQUITY EARLY ► Insulation against possible crises ► Quicker recovery from crises ► How? Corporate Social Responsibility (CSR)
  5. 5. DIVERSIFY BRAND PORTFOLIO ► Limit Sub-brands ► Eliminate the Association Effect ► DOLE E. Coli Salad Contamination
  6. 6. TAKE ADVANTAGE ► Free media coverage ► Display responsibility ► Earn trust ► Spurs Innovation ► J&J Tylenol
  7. 7. BRAND MEANING & S.H. RESPONSE Customers ► Heritage vs. Individual Branding ▪ Dove vs. Colgate-Palmolive Shareholders ▪ Firm Reputation Supply Chain ► Context of the Crisis Partners Employees Government ► Martha Stewart Media
  8. 8. BRAND STRENGTH & S.H. RESPONSE Customers ► Awareness: UP ▪ Newsworthiness Shareholders ▪ Snowball Effect Supply Chain ► Brand Meaning: DOWN Partners ▪ Trust/Reputation Reassessments ▪ Tighter Expectations Employees Government ► Stakeholders to the Rescue Media
  9. 9. HOW S.H. PERCEIVE COMPANY RESPONSE Customers ► Proactive vs. Passive Responses ▪ Can’t please everyone Shareholders ► Leveraging Brand Equity Supply Chain ▪ High-Profile Endorsements Partners ▪ Free Clean-Up Publicity Employees Government Media
  10. 10. WHAT ARE THE OPTIMAL BRAND PROPERTIES? STRONG BRAND EQUITY Positive Brand Image Authenticity Reputation TRUST
  11. 11. WHAT ARE THE OPTIMAL BRAND PROPERTIES? TRUST INTANGIBLES TANGIBLES ▪ Integrity ▪ Performance ▪ Goodwill ▪ Behavior ▪ Competence ▪ Supportive Communications
  12. 12. CRISIS ACTION PLAN ► Assess the Situation/Incident ▪ Spillover Effect ▪ Rebound Effect ► Acknowledge the Problem ► Formulate a Strategic Response ► Implement Response Tactics
  13. 13. DISCUSSION ► What role does brand equity play in a crisis? ► Does existing brand equity hurt or help? ► What role does brand equity play in stakeholder response? ► Optimal brand properties ► How should a company respond to a crisis? ► Other Questions...
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