A critical analysis of crisis response techniques on brand recovery: Evidence from a multinational firm in Kano, Nigeria
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Background of the study
Crisis response techniques are crucial for mitigating damage to brand reputation and facilitating brand recovery following adverse events. Multinational firms in Kano, Nigeria, often face crises that threaten their market position, necessitating swift and effective communication strategies to restore stakeholder confidence. This study critically analyzes various crisis response techniques—such as proactive messaging, transparent communication, and stakeholder engagement—to determine their effectiveness in brand recovery (Okeke, 2023). Effective crisis management can minimize long-term reputational harm and even enhance brand image if handled adeptly (Adenuga, 2024). However, the success of crisis response largely depends on the speed, consistency, and authenticity of the messaging. This research examines case studies from a multinational firm that experienced a significant crisis, comparing different techniques employed during and after the event. Through qualitative interviews and quantitative performance metrics, the study aims to identify best practices and the key factors that contribute to successful brand recovery, thereby providing actionable recommendations for crisis management in multinational settings (Ibrahim, 2025).
Statement of the problem
Multinational firms in Kano often struggle to recover brand reputation following a crisis due to ineffective crisis response techniques. Inadequate or delayed communication can exacerbate reputational damage and erode stakeholder trust (Chinwe, 2023). The absence of a standardized crisis management framework further complicates recovery efforts, leading to inconsistent outcomes and prolonged recovery periods. This study addresses the need to critically evaluate crisis response techniques and to identify the practices that are most effective in facilitating rapid and robust brand recovery.
Objectives of the Study:
To analyze various crisis response techniques on brand recovery.
To evaluate the effectiveness of proactive versus reactive strategies.
To propose best practices for rapid brand recovery.
Research Questions:
How do different crisis response techniques affect brand recovery?
What factors determine the success of crisis management?
Which practices best facilitate rapid brand recovery?
Significance of the study (100 words):
This study is significant as it provides critical insights into effective crisis response techniques for multinational firms. The findings will offer practical recommendations for improving crisis management strategies to enhance brand recovery and stakeholder trust. The research contributes to academic discussions on crisis communication and supports organizations in developing robust frameworks to navigate crises successfully.
Scope and Limitations of the Study:
This study is limited to a multinational firm in Kano and does not extend to other industries or regions. Findings are specific to the crisis context of the firm studied.
Definitions of Terms:
Crisis Response Techniques: Methods employed to manage and mitigate the effects of a crisis.
Brand Recovery: The process of restoring a brand’s reputation post-crisis.
Multinational Firm: An organization operating in multiple countries with a global presence.
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