Skuteczne zarządzanie w kryzysie wizerunkowym na przykładzie marki Tiger
Effective Management in Image Crisis in the Example of Tiger Brand

Summary/Abstract: The article contains an analysis of Tiger’s brand image during the crisis in 2017. Scientific objective: To evaluate the effectiveness of crisis communication activities of the studied company. Research methods: Analysis of materials obtained from media monitoring, as well as desk research from the analyzed company. Results and conclusions: The study shows the response methods and actions taken by the company in the analyzed crisis. The key determinants of the crisis were indicated as well as the factors that contributed to the proper resolution of the crisis situation. One of the essential components of the paper is also the analysis of actions taken by the company after the end of the crisis. The mistakes made by the company in the fi eld of crisis management have also been described. Cognitive value: The paper contains a consistent description of crisis events that affected the brand, provides an objective look at the image crisis, along with the assessment of the methods and tools used.

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