Defensive Branding 101: Troubleshooting your brand in the age of consumer control
W23

Presented by: Yum Brands and Nielsen

This session will help clients answer questions like: what are the new building blocks of brand equity and credibility when consumer dominate the messaging? What are the relevant metrics and measurements to help brands assign a value and cost to credibility or equity erosion? How is loyalty and purchase behavior impacted by brand centric rumors, negative reviews, or consumer-generated multi-media such as video? What role does the brand website, brands search, consumer affairs, or even tools like corporate blogs play in the "Defensive Branding" process?

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