News/article
Chilean pharmacies attempt to recover consumer trust
Years ago, brands such as Nike and Gap faced scandals because it was learned that minors were working in their Asian factories. Something similar is happening nowadays with the main pharmacy chains in Chile. Their images have been damaged.
Brand value is composed of different factors: turnover, participation in the market, positioning and reputation and public opinion.
Is it possible to know how much the pharmacies have lost because of this scandal? Gabriel Badagnani, Director of FutureBrand Chile, believes that “when a brand passes through a crisis like this, it is impossible not to be affected. The damage in the reputation and positioning makes the brand lose value.”
It’s essential to recover the consumers’ trust. Other advice given by the experts include: quantify the damage done to the brand, redefine the brand strategies, provide ready information rather than leaving the public to imagine what is happening, and offer solutions to the problem.
