Deck 12: Managing Brand Crisis

Question 1

How can a crisis impact on authenticity?

A) Strong management of the crisis can reinforce the brand's position
B) Failure to manage a crisis may indicate the brand is aloof
C) Failure to manage the crisis may lead to accusations of being a poseur
D) All of these

Answer 1

D

Question 2

Can a brand crisis impact brand equity?

A) Yes, the brand's short equity can fall.
B) Yes, the brand's equity can become negative.
C) Yes, the brand long-term equity can potentially increase.
D) All of these.

Answer 2

D

Question 3

Which of the following are aspects of a brand crisis?

A) The brand manager does not know what to do.
B) The crisis represents a turning point for the brand.
C) Crises are often created by groups with an agenda to push.
D) None of these.

Answer 3

B

Question 4

Which of the following are aspects of a brand crisis?

A) The brand manager does not know what to do.
B) Crises are often created by groups with an agenda to push.
C) The crisis may impact on the brand's authenticity.
D) None of these.

Question 5

When Volkswagen was caught for lying about the emissions of its vehicles it primarily experienced what type of crisis?

A) Connection
B) Consistency
C) Conformity
D) All of these

Question 6

When Tui Brewery made fun of LGBT rights in its poster campaign in New Zealand, what type of crisis did it experience?

A) Connection
B) Consistency
C) Conformity
D) All of these

Question 7

When Shinola Detroit was criticized for not making its products in Detroit as it advertised, what type of crisis does this represent?

A) Connection
B) Consistency
C) Conformity
D) All of these

Question 8

When should one manage serious brand crises?

A) When the initial fuss has died down
B) Quickly, so it does not get out of hand
C) When the mainstream media picks up on the crisis
D) Wait to see if the crisis will pass before doing anything

Question 9

United Breaks Guitars involved what type of crisis?

A) Crisis of consistency
B) Crisis of connection
C) Crisis of conformity
D) Loss of legitimacy

Question 10

Polysemy can trigger a crisis. Which of the following best describes polysemy?

A) Multiple ways of doing things
B) Multiple groups of people
C) Multiple ways of interpreting an event or advertisement
D) Multiple ways of managing problems

Question 11

The crisis suffered by Marchesa due to the #metoo movement was what type of crisis?

A) Consistency
B) Connection
C) Conformity
D) None of these

Question 12

When consumers compare what happened to what they believed should have happened, what process are they engaging in?

A) The love becomes hate effect
B) Motivated reasoning
C) Polysemy
D) Counter factual thinking

Question 13

When consumers seek revenge on a brand they once loved, what does this represent?

A) Motivated reasoning
B) Counterfactual thinking
C) The love becomes hate effect
D) Grudge-holding

Question 14

When a sincere brand does the wrong thing, what is the likely outcome?

A) The brand's position will act as a buffer
B) The brand's position will increase levels of disappointment
C) The brand's position will have no impact
D) None of these

Question 15

When an exciting brand does the wrong thing, what is the likely outcome?

A) The brand's position will act as a buffer
B) The brand's position will increase levels of disappointment
C) The brand's position will have no impact
D) None of these

Question 16

Are emotionally positioned brands more likely to suffer a backlash to a crisis than functionally positioned ones?

A) No, functionally positioned brands are more at risk.
B) There will be no difference in response.
C) Yes, emotionally positioned brands are more at risk.
D) It depends on what category the brands are in.

Question 17

When Coke replaced its classical recipe with New Coke, they were primarily putting what type of authenticity at risk?

A) Consistency
B) Conformity
C) Connection
D) All of these

Question 18

How should brand managers repair a crisis of consistency?

A) Invest in authenticity as connection
B) Engage with brand communities
C) Correct the failure
D) None of these

Question 19

How should brand managers repair a crisis of conformity?

A) Invest in authenticity as connection
B) Engage with brand communities
C) Correct the failure
D) None of these

Question 20

How should brand managers repair a crisis of connection?

A) Communicate empathetically
B) Engage with brand communities
C) Correct the failure
D) None of these

Question 21

When Steve Jobs' of Apple said the problem with the iPhone 4 was an industry problem, what crisis management tool was he using?

A) Tone of voice
B) Contingency planning
C) Brand purpose
D) Reframing

Question 22

If a crisis has a low chance of occurring but a potentially high impact on the brand, how should you plan for it?

A) Constant monitoring
B) Ignore it
C) Scripted response
D) Emergency response protocols

Question 23

If a crisis has a low chance of occurring but a potentially low impact on the brand, how should you plan for it?

A) Constant monitoring
B) Ignore it
C) Scripted response
D) Emergency response protocols

Question 24

If a crisis has a high chance of occurring but a potentially high impact on the brand, how should you plan for it?

A) Constant monitoring
B) Ignore it
C) Scripted response
D) Emergency response protocols

Question 25

If a crisis has a high chance of occurring but a potentially high impact on the brand, how should you plan for it?

A) Constant monitoring
B) Ignore it
C) Scripted response
D) Emergency response protocols

Question 26

The RETHINK Shinola critique of the brand's practices represents what type of crisis?

A) Connection
B) Conformity
C) Consistency
D) None of these

Question 27

It has been said that brands manufacture crises to strengthen the brand. Is this wise?

A) No, the brand-relationship is always weaker after a crisis.
B) Yes, consumers like a joke.
C) No, all crises are bad.
D) Yes, if it reflects brand position and is planned.

Question 28

What provides an important source of guidance when dealing with a brand crisis?

A) Your personal beliefs
B) Your brand position
C) Whether you will be rewarded for fixing the crisis
D) Whether the media has noticed the problem.