Johnson & Johnson and Union Carbide [electronic resource] : how to leverage a strong brand to retain trust / Robert F. Lauterborn.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2017Description: 1 online resource (1 streaming video file (2 min.) : color, sound)Subject(s): Johnson & Johnson | Union Carbide Corporation | Brand name products -- Psychological aspects | Branding (Marketing) -- Case studies | Branding (Marketing) -- Psychological aspects | Corporate image | Customer loyalty | Organizational effectiveness | TrustOnline resources: Click here to access online Summary: 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.
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.
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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.