Managing Brand Reputation – How One Bad Move Can Ruin Decades Of Reputation

Launching a new product is very challenging. It involves taking care of a lot of intricate details, but what’s more challenging is managing the brand’s reputation. Brand’s today, like Google, Facebook, Samsung, etc. have had some of the biggest flops in the market when it comes to social media campaigns, advertising, PR, or new product launch. 

Let’s see some of the big failures of brands over the years and how online brand sales & marketing programs can be helpful to professionals working in this domain.

Kentucky Fried (No) Chicken

1. Did you know KFC ran out of chicken in 2018?

That’s right, one of the biggest commercial food brands ran out of chicken and had to close around 400 stores in the UK. This happened because KFC switched their delivery partner to DHL, and sadly, they were unable to complete deliveries or had delays due to some issues at their end. This was a big disaster on an international front which was then managed by KFC as they advertised in a newspaper apologising for closing its restaurants. The ad spelt KFC as FCK along with the apology, which gained both online and offline media attention.

These types of disasters make one think, “what if something like this happens at my firm,” “How am I going to manage it?” This is where online brand sales & marketing programs come in. Sure, you have a masters degree in marketing. However, credible online brand sales & marketing programs equip you with a solid foundation of brand management so you can prevent such mishaps from happening or take control of the situation if it happens.

2. Samsung’s Galaxy Note 7

You may all recall the time when Samsung’s mobile phones were banned on flights. 

This happened back in 2016 when their flagship series, Galaxy Note 7, had a “small problem”; it occasionally caught fire and exploded! Samsung received complaints from all over the world but didn’t take responsibility and claimed that the burning accidents were a result of not charging with original chargers. After an explosion of one of their flagship phones, Samsung finally announced to cease production of Note 7 and apologized to the public over the social media. 

3. Pepsi

In 2017, Pepsi designed an ad campaign which backfired drastically. The campaign was aimed at providing a view on the current political issue (#blacklivesmatter) and social injustice in the USA. Pepsi, along with Kendall Jenner, posted a video on YouTube wherein Kendall uses a can of Pepsi to resolve this political issue. Viewers struck hard and called the video as diabolical as it toned-deaf and made real-life protests seem irrelevant. Only after a day of the controversy, Pepsi released a message to the viewers saying that it was just trying to spread a global message of unity and peace.

Such social media mishaps can ruin the reputation a brand built over years of hard work and popularity. To learn how to guard your organisation against such disastrous situations, consider pursuing online brand sales & marketing programs. These online brand sales & marketing programs can help you manage your brand’s reputation in any situation, be it a PR mishap, advertising gone wrong, or an online dispute.

4. The Taco Bell

In 2011, Taco Bell’s parent company, Yum! Brands, Inc. was sued by a small law firm in Alabama on the grounds that the beef used at Taco Bell is not entire beef and is only 36% real meat. This was a cause of concern for the food giant. However, they responded and handled the situation amazingly. They ran a national ad campaign saying that this is true; however, the rest of the mixture contains water, wheat, oats, corn starch and various other spices – but not meat. 

Bottom Line

Brand management and marketing are very crucial, but with a credible course like online brand & marketing communication program by MICA, you can learn how to communicate effectively with the audience. Not only just that but the online brand & marketing communication program By MICA also exposes you to the latest branding strategies which are necessary to online brand management. The online brand & marketing communication program By MICA is ideal if you are a marketing/sales manager with revenue generation responsibility, or a brand manager responsible for managing the brand reputation function.