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Repairing a brand image
University West, School of Business, Economics and IT, Division of Business Administration.
University West, School of Business, Economics and IT, Division of Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The objective of this thesis is about gaining an understanding of the communication strategies used by companies following a brand crisis. Here, we focused on how to adapt strategies and communication process while considering the scale of the damage. Thus, we answered the following question: how do companies repair their brand image damage with respect to the damage scale? We developed the theoretical framework with several points, including explanations about brand image, and crisis response strategies used by enterprises. Then, we talked about the communication channels used to convey and spread messages. Finally, we expanded those with a communication process that embodies those several aspects of communication. A model was then designed to understand the brand image damage repairing process. To reached meaningful results, we conduct our investigation thanks to a qualitative approach. Two brands that successfully restored their brand image were studied: Volkswagen and ICA. They were chosen because of the impact of their damage scale: the ICA scandal tarnished the group at a national level, whereas Volkswagen reputation has been impacted on all over the world. We proceeded with within and cross cases case analysis, and used primary (one interview) and secondary data. The study tends to shows that no matter the scale of the crisis, companies can use commons crisis response strategies. Despite this, they can use common channels such as press releases and public relations to communicating with their audiences. At a small scale, companies do not need to do it in the long run, at the opposite of large scale crises. Lastly, large scale damage implies the necessity of widening ranges of media in order to reach more kinds of audiences.

Place, publisher, year, edition, pages
2019. , p. 60
Keywords [en]
crisis communication, brand image, brand image damage, image management, brand repair
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-14269Local ID: EXC514OAI: oai:DiVA.org:hv-14269DiVA, id: diva2:1339753
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2019-08-19 Created: 2019-07-31 Last updated: 2019-08-19Bibliographically approved

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