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This question has been answered, and points have been awarded.
Company With A Bad Reputation
11/4/2004 at 3:43 PM ET
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.
Peter (henna gaijin)
11/4/2004 at 4:28 PM
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:
11/4/2004 at 11:08 PM
Check out Audi Cars, they have gone from being a good selling car in the US to vertually being elimiated because of defective accelerators and many accidents. Then, slowly but surely they clawed there way back by earning the trust of the car buying US consumer, and as you know, today they are really hot again. It really is a textbook case of repositioning a brand after a major porblem and sticking with a new strategic brand direction for the long haul. Hope this helps, Jack
11/4/2004 at 11:51 PM
Harley-Davidson is another good comeback story.
Use Google to find some case studies.
11/5/2004 at 3:09 AM
Some more classic examples for you:
Your basic tools in improving reputation are Public Relations and communication with your customers and propects (not mass marketing, but personal communications).
11/5/2004 at 5:53 AM
Skoda automobiles is another re-branding & re-positioning example.
Bad image, bad quality car until VW took it over in the early 90's and re-built the car and the brand. It really did take alot of work to change the hard attitudes and negative perception, especially in England.
Here's a link to some case studies for it:
Hope this helps.
11/5/2004 at 7:43 AM
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:
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?!
11/5/2004 at 10:21 AM
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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