ORGANIZING GLOBAL COMMUNICATIONS TO MINIMIZE PRIVATE SPILL-OVER DAMAGE TO BRAND EQUITY

Should Multinationals be wary of the threat to their brand equity pose d by their distributors, suppliers, advertising agencies or alliance p artners ? The firm's own corporate communication actions often create sufficient problems, if they are left unchecked. Now, the spectrum is raised regarding the impact a partner's bad publicity over building a rainforest depleting dam or refusal to recall a malfunctioning micropr ocessor may have on your own brand equity. Steps are offered as a solu tion.