If we look at the Latvian context – we have a number of state and municipal capital companies, whose reputation cannot be considered perfectly perfect, for example, Riga traffic (RS), Latvian Post (LP). In recent years, it seems difficult to talk about a positive reputation and image in the context of RS in general. In my opinion, the image of LP has also deteriorated recently – due to the decrease in the availability and quality of traditional postal services, as well as some other factors. However, as we can see, these companies are not in a hurry to change brands, but are trying to create a positive image in the local market with other tools.
Of course, the largest attention in the field of reputation and brand management is currently earned by JSC Passenger train (PV) on the desire to change the brand, which is still in full swing. How good-sounding and visually appealing a rail passenger carrier would be to a brand Alive, it is not even the primary issue at the moment. Let’s remember that too Lattelecom transformation into Tet from the very beginning brought with it misunderstanding, dislike, and laughter on social networks about the word Tet interpretation. By the way – it would be interesting to know whether Lattelecom, IM sorry, Tet, Have you recently conducted a public survey on the use of your new brand? As far as I know, many people tend to call this company Lattelecom.
However, in the context of the PV “brand scandal”, another nuance is important. After Alive At the top of the media and social networking information, there was a feeling that the company’s management and many other people closely involved were almost offended that someone had allowed this – perhaps already top-level classified information – to be released to the public. In addition, there is a feeling that the company’s management is still not ready to defend its idea. It should not engage in a relatively sharp change of words, that the information is only partially correct and the like, but calmly, with a positive attitude should come before the public and tell the main nuances of the story of their new brand. I am convinced that the management of the company must have a story or a legend, which is Alive and why exactly Alive. Maybe the name has jumped out of context in public and a little out of context – nothing can be changed anymore. However, weak PV management crisis communication at this point may result in Alive death before birth.
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