“It’s easy to be good in good times, heroes are recognized in hard times,” said our wise Njegoš back in the mid-19th century. How would he have reacted if someone had told him back then that brand image would also be valid in the world…
In fact, everything a company did in the era of praise for excellent results, whether it was the average rating on Google or the number of hearts on an Instagram page, is seen when a crisis occurs that the company is involved in. Whether it is external or internal factors (or both).
Even a drop in sales doesn’t have to be a characteristic. For example, Nvidia didn’t experience a drop in sales due to some crisis, but only a drop in confidence and that cost 600 billion USD in one day on the stock market!!! 600,000,000,000 USD!!!
The strength of a brand can also be seen in how many people are willing to “defend” the brand. To continue to trust it and be its “ambassador”. If there are no such people – “we tried for nothing”. Revenue and a good result are not much related to the brand strategy, but there is trust. It does not matter whether there is a brand strategy or not.