Question

Topic: Branding

Company With A Bad Reputation

Posted by Anonymous on 11/4/2004 at 3:43 PM ET 50 Points
quick question. are any of you aware of any articles on this site or elseware about repositioning, branding, changing the reputation of a company (in any industry) that has a not so good reputation?

example would be like a restaurant that is known for poor service but is trying to chance that reputation.
Thanks
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RESPONSES

  • Posted by Peter (henna gaijin) on 11/4/2004 at 4:28 PM Accepted
    Hyundai cars in the US could be an example. When they first came into the market,. they picked up the reputation of being very low quality. After years of making improvements to their cars and backing up their belief in product quality by providing long warranties, they have made improvements in their reputation.

    Here's an article for some background:
    https://www.timesofmalta.com/core/article.php?id=168595
  • Posted by SRyan ;] on 11/4/2004 at 11:51 PM Accepted
    Harley-Davidson is another good comeback story.

    Use Google to find some case studies.
  • Posted by ReadCopy on 11/5/2004 at 3:09 AM Accepted
    Some more classic examples for you:

    Aeroflot
    British Airways
    British Telecom

    Your basic tools in improving reputation are Public Relations and communication with your customers and propects (not mass marketing, but personal communications).

    Good Luck
  • Posted by bobhogg on 11/5/2004 at 7:43 AM Accepted
    maxxtdog...

    Zahid beat me to it! The Skoda case in the UK immediately came to my mind when I read your question.

    here's a link to (at least, part of) the story:

    https://www.t4w.co.uk/_content/knowledgepool/_cases/skoda.pdf

    That paper suggests it was the advertising alone that turned the company around - but, of course, we know that it was also the strategic thinking behind the advertising that had a part to play too, don't we?!

    Good luck,
    Bob
  • Posted on 11/5/2004 at 10:21 AM Author
    Thank you everyone, deeps, i actually read that restaurant thread but forgot about it. Thank for reminding me, it helped a lot.

    I love this forum.
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