Unbreakable Brand

Nalgene has developed a reputation as being one of the strongest and most durable water-bottle producers in the market. Their brand is, in the mind of many consumers, the first in high quality and functional water bottles. A brand’s image is one of it’s most valuable assets, and recently Nalgene proved to what great lengths a company will go to protect that image.

In 2008, a study was released that indirectly implicated Nalgene water bottles as having a major health concern. The BPA scare ensued after consumers discovered that at a certain range, Nalgene’s were capable of secreting a dangerous chemical.

In response to this negative publicity, Nalgene underwent an extensive damage control operation in order to protect the quality and perception of their brand. By introducing a “BPA free” sticker onto their bottles, the company hoped to educate consumers and alleviate concerns over the safety of their product.

This example highlights how even a company with a solid reputation and good brand value is susceptible to the perceptions of consumers. Perception, not fact, is what counts in branding. Even if Nalgene was producing safe products, if perception was that their products were dangerous, the company would have suffered huge losses.