The effect of a strong brand on the outcome of a crisis 2002 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

If customers respond more favourably to the marketing of the product and the attributes of the actual product when they know the brand than they would have if the product was not branded the brand equity is said to be positive. Strong brand equity will have a positive impact on the consumers acceptance of brand extensions, be less price sensitive and over all more loyal. This should also make them less sensitive to negative publicity and mistakes. Our thesis is that a strong brand (equity) will affect the outcome of a crisis positively. We will prove our thesis through a case study of the Mercedes A-class incident (when an A-class flipped during testruns in 1997). We claim that Mercedes’ reputation and strong brand helped minimise the effects of the crisis.

Place, publisher, year, edition, pages

2002.

Keywords [en]

brand, mercedes, crisis

Identifiers

URN: urn:nbn:se:hh:diva-10439Local ID: U5322OAI: oai:DiVA.org:hh-10439DiVA, id: diva2:365559

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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