Weathering the Storm: The Impact of Recalls on Brand Equity

Recalls, even those with only minor impact on the consumer, can seriously affect consumer sentiment and damage a company’s reputation and the brands in its portfolio. Based on Nielsen’s 2016 Annual Reputation Quotient report, which surveyed more than 23,000 U.S. adults, product recall was among the top five situations that damage corporate reputation, after dishonesty, illegal activity or a security breach.

Get this guide to learn how to weather the storm of product recalls based on nine narratives uncovered from consumers. It features three unique recall scenarios for brands and manufacturers and strategic considerations of how to best handle them.

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