In the age of the internet and social media, the speed of information and immediacy can boost any business, helping a product go viral and become a trend in the market, motivated only by a post from a digital influencer. However, as this happens in a positive way, it can also work in the opposite direction, that is, a negative testimonial has the ability to destroy a product or brand .
Therefore, protecting your company from a brand crisis or knowing how to overcome this situation is a necessary procedure these days. This process involves a series of actions, ranging from digital marketing, press relations, media training and, of course, crisis management. But, after all, do you know what a brand crisis is?
What is a brand crisis?
A brand crisis is any event or sequence of events capable of shaking the image that a company has in the market or among its consumers, creating uncertainty and threats to the organization's objectives.
To understand the concept of brand crisis more deeply, it is bosnia and herzegovina whatsapp data worth looking at the definition of branding. According to the book Marketing Management, by renowned authors Philip Kotler and Kevin L. Keller, branding (or brand management) consists of positioning products and services in the market, showing the consumer “who” the product is, “what” it is for and “why” the potential customer should be interested in it.
In other words, branding is nothing more than the management of a brand. To achieve this, companies use various management and monitoring strategies and tactics — all with the aim of conveying a certain image to the public.
From the moment this image is threatened or suffers considerable damage, it is possible to say that there is a brand crisis. The crisis is, therefore, a manifestation that is not aligned with the brand's project and values.