From dream to debacle
Description
Managing brand recall is a priority area for companies in today's digital era. A success story can sour all too soon. Samsung sold over 2 million handsets of the Galaxy Notepad 7 to customers the world over but has had to recall them due to safety reasons. Initially it sought to replace the handsets but its problems worsened when the replaced handsets too proved to be unsafe, forcing the company to halt the sale of the brand variant. Brand recall isn't new but in today's digital world, consumer experiences go viral instantly. There's also ever-growing competition from rivals. Samsung faces a formidable challenge as a top-notch brand that is present in several categories other than just mobile phones. Leading brands that managed brand recall include Toyota, J&J and closer home, Cadbury’s, Maggi and Maruti cars with respect to Baleno and Swift DZire. Read more at: https://www.thehindubusinessline.com/catalyst/from-dream-to-debacle/article9246105.ece
Copyright Date
October 2016
Publication Date
20-10-2016
Publication Title
The Hindu Business Line
Publisher
THG Publishing Pvt. Ltd.
Keywords
Branding, Brand management, Consumer behaviour, Brand equity, Brand association
Source Link URL
https://www.thehindubusinessline.com/catalyst/from-dream-to-debacle/article9246105.ece
