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Managing Brand Trauma

In: Organizations in the Face of Crisis

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  • Dennis W. Tafoya

Abstract

One challenge immediately complicating the management of a crisis is the trauma associated with it. The notion of trauma associated with a crisis is not new. We are familiar with concepts such as physical trauma, the associated pain and suffering that can accompany an accident, the emotional trauma linked with fear or dangerous situations, or the psychological trauma that can accompany a crisis motivated by hatred, prejudice, or discrimination. These types of trauma are familiar because they are typically associated with the human element in a crisis—the employee who is injured or the customer who becomes ill. Another type of trauma, one often neglected but certainly important and clearly within the scope of the organization to manage, is the trauma linked to the organization’s brand, trauma that threatens the organization’s very image.

Suggested Citation

  • Dennis W. Tafoya, 2013. "Managing Brand Trauma," Palgrave Macmillan Books, in: Organizations in the Face of Crisis, chapter 0, pages 113-135, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-31397-3_7
    DOI: 10.1057/9781137313973_7
    as

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