Lauterborn, Robert F.
Johnson & Johnson and Union Carbide how to leverage a strong brand to retain trust / [electronic resource] : Robert F. Lauterborn. - London : Henry Stewart Talks, 2017. - 1 online resource (1 streaming video file (2 min.) : color, sound). - The business & management collection, 2056-4570 . - Henry Stewart talks. Business & management collection. .
Animated audio-visual presentation with synchronized narration. Bite-size case study extracted from the talk: Branding : how it works and why it matters. Title from title frames.
Access restricted to subscribers.
This case study examines Johnson & Johnson's behaviour during the poisoning scandal. In pulling all potentially contaminated products from the shelves, Johnson & Johnson retained consumer trust and thus remained the number one brand in the industry. In contrast Union Carbide avoided taking responsibility for the Bhopal disaster and trust in their brand was destroyed as a result.
Mode of access: World Wide Web.
7089 Henry Stewart Talks
Johnson & Johnson.
Union Carbide Corporation.
Brand name products--Psychological aspects.
Branding (Marketing)--Case studies.
Branding (Marketing)--Psychological aspects.
Corporate image.
Customer loyalty.
Organizational effectiveness.
Trust.
Johnson & Johnson and Union Carbide how to leverage a strong brand to retain trust / [electronic resource] : Robert F. Lauterborn. - London : Henry Stewart Talks, 2017. - 1 online resource (1 streaming video file (2 min.) : color, sound). - The business & management collection, 2056-4570 . - Henry Stewart talks. Business & management collection. .
Animated audio-visual presentation with synchronized narration. Bite-size case study extracted from the talk: Branding : how it works and why it matters. Title from title frames.
Access restricted to subscribers.
This case study examines Johnson & Johnson's behaviour during the poisoning scandal. In pulling all potentially contaminated products from the shelves, Johnson & Johnson retained consumer trust and thus remained the number one brand in the industry. In contrast Union Carbide avoided taking responsibility for the Bhopal disaster and trust in their brand was destroyed as a result.
Mode of access: World Wide Web.
7089 Henry Stewart Talks
Johnson & Johnson.
Union Carbide Corporation.
Brand name products--Psychological aspects.
Branding (Marketing)--Case studies.
Branding (Marketing)--Psychological aspects.
Corporate image.
Customer loyalty.
Organizational effectiveness.
Trust.