LN AWD

Brand Recovery

Brand Recovery is the process and idea that one “can restore legitimacy” of a brand “by what you say and how you communicate it” using specially crafted messages to restore a brand’s image.^[1] A “brand” is defined as “the identity of a specific product, service or business” ^[2]. Brand Recovery is needed and used when a brand’s “identity” is lacking “legitimacy” (such as a product recall), and their image becomes tarnished as a result. A multitude of factors can affect a brand’s image such as the unearthing of poor quality of products, poor service, illegal activity, misuse of profits or funding, and any immoral behavior or concerning how an organization is run, treats employees, customers, or community. The specific message(s) sent out when an organization is using Brand Recovery, is called a “nugget”. This “nugget” is sent out to the stakeholders of the company. The stakeholders are those internal and external audiences of an organization who have or need information about that brand’s image.^[3]. There may be multiple and differing nuggets sent out to various parties. Nuggets usually fall under different categories of approaches, Defensive, Distracting, and Accountability. A “golden rule of thumb” for successful Brand Recovery is to always treat stakeholders as, “you would want to be treated”. ^[4]

Defensive Nuggets

When using Brand Recovery, messages sent to stakeholders claiming or apologizing in a defensive way are considered to be Defensive Nuggets. They are taking the position that they are not taking blame for the problem or loss of “legitimacy”.

Distracting Nuggets

Nuggets that are considered to be Distracting are when they detract from an organization’s problem, and may reflect poorly on their brand. Distracting Nuggets attempt to keep the stakeholders from focusing on a particular problem and redirect their attention.

^ Zaremba, Alan J. Organization Communication. 3rdrd ed. New York: Oxford University Press, 2009. 224. Print.
^ Aaker, David. Managing Brand Equity. New York: The Free Press, 1991. 24. Web. 14 Nov. 2010
^ Zaremba, Alan J. Organization Communication. 3rdrd ed. New York: Oxford University Press, 2009. 224. Print.
^ Zaremba, Alan J. Organization Communication. 3rdrd ed. New York: Oxford University Press, 2009. 224. Print.

[1] Zaremba, Alan J. Organization Communication. 3rdrd ed. New York: Oxford University Press, 2009. 224. Print.

[2] Aaker, David. Managing Brand Equity. New York: The Free Press, 1991. 24. Web. 14 Nov. 2010

[3] Zaremba, Alan J. Organization Communication. 3rdrd ed. New York: Oxford University Press, 2009. 224. Print.

[4] Zaremba, Alan J. Organization Communication. 3rdrd ed. New York: Oxford University Press, 2009. 224. Print.

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