個案資料
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Brand Tanishq: Navigating Social Media Backlash
內容大綱
The chief executive officer of the jewellery division at Titan Company Ltd. withdrew two successive advertising campaigns for jewellery brand Tanishq during its high selling festive season in 2020 due to intense social media trolling. These adverse social media reactions, shaped by religious beliefs and ideology, challenged the well-entrenched “progressive and bold” positioning of the brand. With multiple stakeholders and shifting societal ideologies, should the company continue promoting its progressive image and bold creative executions irrespective of the recent setbacks, continue with the current positioning with significantly toned-down executions, or reposition the brand and its creative execution completely?
學習目標
The case is suitable for graduate-level programs in marketing to introduce students to the challenges of brand communication on social media and its potential impact on brand equity and sales. The case can also be used in an advanced class to discuss social media controversy, its drivers, and the effect on brand image and sales. The case addresses the following topics:<br><br/><ul><li>The challenges of predicting consumers’ response to the creative communication and advertising done by a well-known brand.</li><li>Polarization of opinions in social networking sites and the challenges of dealing with social media controversy and calls to boycott an established brand.</li><li>How the consumers’ environment, such as religious and political contexts, has an impact on the social media discourse about the brand.</li><li>Arriving at a decision related to brand and advertising strategy.</li></ul>