A Brand Image Repair Study Of Fashion Brand,United Colors Of Benetton

A company’s brand image is synonymous with its personality.Companies are able to mold this image through online and offline communications.More specifically,the brand must articulate its differentiating factors and product benefits to the right target audience.Through these communication efforts,the brand seeks to create a “persona” to which targeted consumers can relate.Although companies may strive to project a specific image,the image is ultimately subject to consumer interpretation.Generating and maintaining a positive brand image is an essential part to the success and future sustainability of any brand.When companies experience an unexpected crisis,the way in which the crisis is handled directly correlates to the extent of the damage sustained.In other words,if the crisis communication strategy is well planned and executed,negative effects on consumer perception of the brand will be greatly reduced.For this very reason,a predetermined plan for mitigating risk plays an important role in the future success of the brand.The following document studies the effects of the Rana Plaza building collapse on Italian fast-fashion brand,United Colors of Benetton,with a focus on brand image.Through the identification of two main problems: poor crisis communication strategies and unethical business practices,the research can be directed toward two potential,theoretically based,solutions.First,the paper analyzes the extent of the damage and how it directly related to the crisis communication strategy used by Benetton.The research also identifies that Benetton has notoriously struggled to create a brand image that is embraced by consumers.Therefore,it explores the possibility of repositioning the brand as a Global Corporate Citizen through responsible environmental and social initiatives.The study considers a PESTEL analysis,as well as,a competitor’s analysis in order to establish a baseline and gain a well-rounded understanding of the fast-fashion industry and the company,United Colors of Benetton.Through the application of Social-Mediated Crisis Communication Strategy and Discourse Renewal Theory,the study is able to develop a new crisis communication strategy.This plan would allow the company to take proactive measures rather than reactive measures,in order to better prepare for future crises.The innovation can be found in the strategy developed,which considers both online and offline actions,as well as an in-depth discussion of appropriate and effective rhetoric.Lastly,the research applies the Corporate Citizenship Theory to reposition the brand as an ethical brand through the suggestion of social and environmental initiatives.With this new brand image in place,the D.A.Aker Model establishes a brand equity plan that considers potential brand loyalty,brand awareness,perceived quality,brand associations and other assets.This new brand image is based on changing consumer demands and seeks to repair a brand image that has been deteriorating in recent years.