In  Jingwen’s blog,she relates to a latest brand crisis of a well-known shampoo called Bawang.Bawang shampoo previously had a considerably large consumer base.The product contains traditional Chinese medicine,which is indeed beneficial for consumers’ hair and sounds especially attractive for those customers with special preferences.However,it was reported that Bawang shampoo product overuse Carcinogens,posing a threat to consumers’health.Everything changed since then.

(Photo credit:google image)

As Jingwen has mentioned in her blog,consumers turn to other products even after the news have been proved fake.She proposed that a company should communicate with its consumers effectively and efficiently to maintain the company image in case of emergency.

This reminds me of how important it is to establish and stabilize corporate image.The competition over market shares is essentially “a battle of mind”①.Obviously,consumers tend to buy a brand that pops up in their mind first.For example,Coco Cola,a leader in soft drink industry,has many followers simply because it is the first company to launch cola product rather than the better quality.

Bawang was once successful because its accurate positioning strategy.It is the first company to combine traditional Chinese medicine with shampoo and appeal to a environmentally-friendly way to attend to your hair.However,the reason it failed is due to the failure of maintaining the image.Overall,positioning is a secret weapon and the first step towards a company’s success.

Link

Positioning—- What the customers think exceeds what the true is

http://www.quickmba.com/marketing/ries-trout/positioning/(①）