Post-Damaged brand management: The role of brand equity

Abstract

The research goal of this thesis is to study the impact of a set of recovery techniques on brand equity and to compare brand equity held by the consumers with experience of brand performance failure prior to the research and without such. The object of the research is the recovery strategies and techniques implemented by the companies in the case of brand performance failure. The subject of the research is the influence of these strategies and techniques on brand equity held by the consumers of the brand. The brand chosen for the research was the chain of consumer electronics products Media Markt. Results of the data analysis represent the effectiveness of different recovery techniques in terms of their impact on brand equity and the overall influence of the failure episode. The results obtained from this research may be applied for similar retail brands and used for decision making in case of brand performance failures.