Lessons From The Toyota Brand Crisis?

Law360 (February 8, 2010, 11:45 AM EST) -- How does a consumer feel when she hears the name of your brand? What thoughts and images does she associate with it? If your brand evokes positive thoughts and feelings of reliability and goodwill, then consumers will be more willing to spend hard-earned cash on your products.

If, however, a consumer feels distrust or even fear when she hears your brand name, you have a potential catastrophe on your hands, sales will plummet, profits will decline and competitors will take your market share overnight. This may seem obvious and cliché, but few would have expected that a global megabrand such as...

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