Varumärkesvård i tider av kris
En fallstudie om återhämtning till följd av ett produktfel
Crisis managementRecovery strategiesBrand managementFood industryMass mediaProduct failureVarumärkesvårdFallstudieProduktfel
This study is about how a swedish brand within the food industry that experiences a crisis following a product failure. It focuses on three areas following the crisis and these are crisis management, recovery strategies and brand management. This study seeks to explain how these areas interact in relation to massive exposure to mass media and how they interact restore the brand's potential loss of reputation. This study was conducted as a case study with a deductive and qualitative approach. The data gathered to this study was mainly based on newspaper articles and complemented with semi-structured interviews with twelve local retailers of the brand.