Chinese companies made headlines a few years back with lead tainted toys and pet food that sickened cats and dogs. Now a US company is coming under fire in China. KFC is alleged to use excessive growth hormones and antibiotics in their chicken. This insightful article by Chinese branding expert Milton Kotler on the blog he shares with his marketing guru brother Philip Kotler points out that dealing wit this as a cosmetic branding and PR issue is a mistake. It is a business model problem that affects trust, which is at the core of any brand and that fuels ROI. BP faced a similar problem.
More on KFC in China:
KFC’s Success Breed Imitators in China
More on Branding in China:
Creating Iconic Brands in China
In China the Brand is Everything
Made in China Hazardous to Your Brand
China Brands and Globalization
Brand Nationality: Do People Know or Care What China Owns
Chinese Brands Go Global, But Not Necessarily American
More on When Brands Hit Trouble:
Johnson & Johnson Brand in Freefall
News Corp Brand Will Survive News Of the World’s Demise
Toyota Brand Still Strong after Recall and Toyota Brand Bounces Back
Toy Recalls Three Years Later
Crash Branding–Brand Communication in a Crisis
Viral Marketing Can Make Your Brand Sick
AIG Name Change to AIU
More on BP:
BP Disengenuously Branding
BP Social Media Slip Ups: BP Can’t Tweet
NPR Interview: On BP
