Brand and Spokesperson Reputation
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An organization may be linked to a CEO, public figure, or celebrity brand endorser. When consumers hear about the individual, they automatically make a connection with the brand or organization and vice versa.
This is advantageous when the "face of the company" is viewed positively. But when controversy strikes, that association can have a detrimental effect on the company and send it into crisis management.
Select a spokesperson or leader of an organization that did or said something which reflected poorly on the entity. It may be a news story that you recall, or you may conduct internet searches for an incident.
Include the following:
Incident background
Implication for the controversial figure
How the company reacted
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Solution Summary
The Solution outlines how a spokesman and reputation can affect an organization marketing and brand.
Solution Preview
I used the Subway story and its spokesman, Jared Fogle. I have supplied you with general information about the case and how Subway responded to the original complaint it received and its subsequent reaction when it was reported that Fogle was under criminal investigation.
You will need to review the information and change it as needed for your class. I am also giving you information about two articles I used to review the information. You can use these and then the information you can find in your online library.
Julie Jargon and Mark Peters, Wall Street Journal
Ahiza Garcia, "Subway completes investigation into Jared Fogle and finds one serious complaint
Julie Jargon, "Subway Salads Days Are Past
Incident background
Subway is a fast food sandwich company with restaurants around the world. The company is among the top ten fast ...
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