How To Save Your Brand In The Face Of Crisis

In 2009 and 2010 Toyota was the target of much adverse media attention after a series of accidents due to sudden acceleration incidents and brake faults that led to deaths and injuries. The Toyota brand's reputation took a battering.Toyota management had a choice: Be resigned to this fate or use communication strategies to recover from the crisis.


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MIT Sloan Management Review, Gita V. Johar, Matthias M. Birk and Sabine A. Einwiller,