December 1, 2016

Samsung Brand Autopsy: How Can the Company Earn Back Trust?

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Now that the figurative smoke has cleared from the dozens of literal fires caused by faulty Samsung smartphones, the Korean electronics giant has entered into that most craven of corporate actions: Brand-repair mode. Its advertising — which went completely dark for much of October — is back to pre-recall levels, a date has been set for the release of a full-scale autopsy on the problem and the company is even exploring splitting into two in response to investor backlash.

The damage was rough.

Topics: Vertical - Consumer Electronics, Branding, Consumer Insights

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