Image Crisis - An Approach using Marketing and Communication Tools

Abstract

The theme addresses a conceptual-methodological analysis of brand image rebuilding and response strategies that should help the company to overcome the critical moments of a public scandal. The main goal of rebuilding a company's image is to restore confidence but also to reduce negative media coverage in all offline and online communication channels. The image is the public reflection of an organization's reputation, personality, or identity, so restoring it, by all means, becomes vital to the survival of the organization. The conceptual and methodological aspects of the paper underlie the instrumentation of a case study consisting of a marketing analysis that aims at assessing the satisfaction of Volkswagen owners and measuring the loyalty to this brand after the Dieselgate scandal as well as the general attitude towards the German manufacturer.