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Brand, Brand Equity and CEO’s Responsibility

by on February 10, 2010

Companies relentlessly strive to maintain their brand identity. They take strong measures in form of strict organizational compliance inspections, total quality management (TQM) techniques and product quality assurance methods. But despite these well-built norms, faulty products are sold and thus cause catastrophic effects on its consumers.

So what happens to the company when its corporate image is at stake due to product crisis? What does the CEO have to do in order to maintain consumer loyalty and regain market share? This paper discusses cases where the companies issued massive product recalls, and highlights the ways in which the CEO s of their respective companies reacted to sudden crisis. The paper describes my perspective on measures the CEO s should take in order to reduce the impact and regain normalcy. It focuses on

  • Methods to consistently maintain the company’s mission values
  • Transparency in the organization
  • Product crisis management plan
  • Media relations the CEO should maintain

– Ajay Pillay

product crisis management plan

From → Coursework

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