Organizing global communications to minimize private spill-over damage to brand equity

Abstract

Should Multinationals be wary of the threat to their brand equity posed by their distributors, suppliers, advertising agencies or alliance partners? The firm's own corporate communication actions often create sufficient problems, if they are left unchecked. Now, the spectrum is raised regarding the impact a partner's bad publicity over building a rain forest depleting dam or refusal to recall a malfunctioning microprocessor may have on your own brand equity. Steps are offered as a solution.