Brand Breakfast managing risk and reputation (RT @BrandDufour: How to build a brand to retain trust with Cadbury & British Red Cross @CharityComms http://t.co/jWIfYIUsOP)...
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It is hard enough for businesses to enter into a market and establish themselves as a brand competing with existing brands/competitiors than having to deal with a crisis such as brand discrimination. The article mentions that it is important for brands to recognise and respond to their audience and work hard to retain their customer loyalty. This is a key point that stands out to me as brands should always satisfy their customers and aim to exceed their expectations.
The Cadbury example in the article explains how the company's reputation was lightly effected by a salmonella incident however due to Cadburys brand name and heritage, consumers were not too fussed. This loyalty from the consumers did not appear over night. Cadbury has carefully built and endorsed their brand into customers over the years.
Another useful point for buliding a brand is that consumers should be able to see managerial people in a company acting with good and ethical motives. It is clear when managers and executives really have a passion for what their doing and how they deal with rough patches in the business. Brands that consists of good key players in the company definately have an advantage as they will be able to keep employees and customers happy. At the end of the day, if a business has built a good brand and reputation for themselves then they should be able to recover any crisis and remain on top.