如何令品牌再造?

It's a general question. So it can only be answered in general terms. Basically everything in the marketing mix can be changed to rescue it. Packaging : to give the product a new look. Pricing : lower it to encourage re-trial. Product : forget the winded up product and launch a new one under the same brand name. Communication : advertising is important but gnna need a good PR strategy inlcuding authorative endorsement for e.g. So on and so forth. If the brand is a trusted one with a long heritage, or high brand equity, probably consumers will forgive you even for a big mistake. SKII for e.g. it's still selling

Rebuilding brand and customer confidence can be many ways—process and engineering approaches (internal), and political approach and defending by heavy advertising (external) are most appropriate.

However management must make comprehensive analysis on what the nature of a negative impact is and identify the best remedy to treat it.

For instances, it must be classified as direct or non direct harmful to consumers or just likely harmful to society and environment for long run as ICI has taken EP measures 10 years to tackle environmental issues and won the prize of a environmental caring company in EU

However, for acute situation that direct harms to workers and customers

FMECA –Failure Mode Effect and Critically Analysis as a tool could be used as a process approach or engineering

Harm to consumer’s life, health and property due to product failure or product safety in 4 categories (degrees) of severity
The management must announce to public for customer confidence:

(1)Catastrophic - death or system loss, it must permanently stop producing and closing plants which have producing such the problematic products or related products as the problem is very severe and very complicated that might be unknown immediately.
(2)Critical - Severe injury, major property damage, it must temporarily close plants and stop producing, and recalling all such the problematic products or related products in markets immediately with money back to customers as the problem is severe and complicated that could be fixed but require much time
(3)Marginal - Minor injury, minor property damage, it must stop producing, selling and offering, and recalling all such the problematic products or related products for fixing immediately as the problem is know, or money back to customers, or return a new product free from the problem.
(4)Negligible - Unscheduled maintenance or repair. It must recall all such the problematic products or related products for maintenance and repairing as soonest.
The disastrous and acute toxic chemical leakage in India by Union Carbide tragedy in I1980’s is belonged to the cat (1), and such notorious name (or brand) must be scrapped and its CEO must step down, it would be taken very few decades to rebuild customer’s confidence; The case of frequent plane crashes or accident rates of Chinese Airlines (CAAC) is belonged to the cat (2); Mitsubishi auto safety accused in 2005 is belonged to the cat (3); and the window wiper problem of Honda Odyssey in 2006 is belonged to the cat (4) as well as Nintendo’s new video game model Wii’s wrist band problem.
Rebuilding brand confidence to customers like the cosmetic producer SKII was offering money returns to customers while also defending by widespread advertising to demonstrate strong evidences (ingredient lab test reports) that its products were free from the problem and that was the case accused of harmful chemicals was just political issues or could be just a trade conflict between two countries
If a negative impact of a product were not directly harmful to life of customer and the product has been well accepted by them for long time, there is nothing to do and by simply correct some alphabets, Darkie toothpaste is the case as it was forced to rename as Darlie for political rightness when received complaints from the group of African American.

Contingency concern-- when rebuild failed, or finally scrap it
Brand projects a value, attribute, culture, image, personality to customers for life. In order to avoid any possibly negative impact to its loyal customers during long time somewhat unforeseen accidents may happen, a knowledgeable marketer and management would make brand name decision by separating family brand name for all products, for example under 3M the family has more than 3,000 core products bearing different names like Scotch Brite, Scotch Lite, Scotch Guard, Immation magnetic disc(spun-off in 90’s), Scotch Tape, Posit-it Notes, and etc…

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