Page 13 - Short Cases 1 Galaxy Note7 Samsung Resurection

• Samsung has pulled a successful comeback from its

exploding phones fiasco last year, with its brand value

up 9%, according to Interbrand.

• The company managed to pull the feat by holding itself

accountable, getting to the root of the cause and then

communicating that effectively to its employees and

consumers.

• It also used the opportunity to find a bigger brand
purpose for itself and creating an internal culture of

change that encourages and prides itself on taking
risks. (8)