Final project - MBA Brand Management course

1. Brand Equity & Crisis
Management
Team Brand Slam
Ryan Fox
Brent Holloway
Carrie Martinelli
Michael Roy
Garrett Smith

3. 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?

4. 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

5. BUILD BRAND EQUITY EARLY
► Insulation against possible crises
► Quicker recovery from crises
► How? Corporate Social Responsibility (CSR)

6. DIVERSIFY BRAND PORTFOLIO
► Limit Sub-brands
► Eliminate the Association Effect
► DOLE E. Coli Salad
Contamination

8. TAKE ADVANTAGE
► Free media coverage
► Display responsibility
► Earn trust
► Spurs Innovation
► J&J Tylenol

9. 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

10. 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

11. 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

12. WHAT ARE THE OPTIMAL BRAND PROPERTIES?
STRONG BRAND EQUITY
Positive
Brand Image
Authenticity Reputation
TRUST

13. WHAT ARE THE OPTIMAL BRAND PROPERTIES?
TRUST
INTANGIBLES TANGIBLES
▪ Integrity ▪ Performance
▪ Goodwill ▪ Behavior
▪ Competence ▪ Supportive
Communications

14. CRISIS ACTION PLAN
► Assess the Situation/Incident
▪ Spillover Effect
▪ Rebound Effect
► Acknowledge the Problem
► Formulate a Strategic Response
► Implement Response Tactics

15. 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...