How do luxury brands manage crises effectively and rebuild their reputations?

Abstract

This thesis aimed to explore crisis management strategies used by luxury brands to rebuild their reputation post-crisis. Utilizing a qualitative research approach, incorporating case study methodology and existing literature, this study delved into diverse types of crises possible and devised effective strategies to manage them, not only for recovery but also as a precautionary measure against potential future crises.

Focusing primarily on crises arising from marketing practices, this study examined real-life examples from both luxury and basic brand companies. The study integrated recent research findings, examined both basic and luxury brand methods in crisis management and reputation restoration.

While initially hypothesizing notable differences between luxury and basic brand approaches, the study ultimately uncovered surprising similarities in their strategies. Through thorough analysis and comparison, this study offered invaluable insights for future professionals in the field of crisis management.