Chapter 15 Case Study

Image: A subjective impression of that business held by other people

One of their most important assets

We must be able to trust that their products and services are safe and effective

Image is influenced, threatened, or damaged, by the accusations, complaints, and behaviors of others

The key to is to understand the nature of the attacks, accusations, or complaints that threaten corporate image.

2 Basic elements of a threat:1. An offensive act has occurred.2. The accused is responsible for that act.

Business Audiences: Local residents Stockholders Government Regulators Employees Interest Groups Politicians

3 Suggested Stages of Image Restoration:

Preparation for Crisis Identifying the Nature of the Crisis Coping with Crisis

Arthritis Drug launched in 1999 and consumed by millions worldwide

In 2003 alone, global sales were up to $2.5 billion

Withdrawn from the Market on Sept. 30th 2004

In May 2005, CEO Raymond Gilmartin resigned abruptly

Campaign ran from October 2004- May 2005

Its strategies remained consistent and echoed the same message

It was argued that their consistency is a ‘hallmark of a confident campaign’

Merck had been able to argue its case and reduce its liability