dear friends
Probably, this is a bad time for the 'so called brands'. Image Crisis happens due to their own actions. At global level, big brands like Lehman Brothers, AIG, etc are facing huge crisis both financially and image wise. The 'brands' built by the Brand Managers at huge cost, could not help these organistions at that time of crisis. Finally, it is their own individual performance and the public perception matters for any company to survive. All 'high funda' jargons have proved to be failures.
In Indian scene, ICICI with all the high profile brand, is struggling to change the 'hidden perception' of their own depositors and general public. Billions of rupees spent by them all along in building thier 'brand' could not come for their rescue. Becuase, while building their brand, they have failed to look into their own behavioural aspects. Their past arrogant behaviour with customers, usage of thugs, are unfortunately coming into the minds of the general public, while they are facing this crisis. ICICI has even filed a police complaint against those who send SMS against the Bank. Fortunately, they have not got a 'stay' from the Courts 'not to perceive badly in public minds'. Hope ICICI also will learn a great lesson out of this crisis, to 'touch the heart' of the people, than to 'touch their purse'.
This is a great lesson for all the corporates world over.
In the past two days, Jet Airways, has played some 'drama'.
Jet Airways, has been claiming to be one of the best brands, sacked overnight 1900 of their employees, throwing out all the basic courtisies of human aspect. The reason was 'financial conditions'. Union Govt. had to summon the Chairman of Jet Airways and asked him to resolve the issue within 24 hours. Now, Jet Airways has reinstated the entire dismissed employees.
Mr Nresh Goyal, Chairman of Jet Airways tells in the TV channels that he was not aware of the sacking of employees and the Management had done without his knowledge. It is another great comedy of the year. Instead of owning the responsibility, he brings in a good humour through such statement.
Knee jerk reaction of Jet Airways(ultimately without any gain) has revealed their real attitude. Many past and current employees have given interviews in the media about the bad policies of Jet Airways. Lot of dirty linens were washed in public against Jet Airways.
As i said, it is not the amount spent in branding the company will improve the perception. It is only the real and genuine concern for the stakeholders will develop the brand.
My personal rating of Jet Airways earlier was 8 out of 10. Their knee jerk reaction, consequent media reports, statement of Naresh Goyal have all brought my perception to 3 or 4 out of 10. I sympathise with the Corpcom Managers / PR Agencies of Jet Airways, who will be struggling to restore the perception of their stakeholders.
I invite members to react
srinivasan
Moderator
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