The impact of corporate scandals and the role of marketing in rebuilding reputation

Abstract

In today's context of increasing social scrutiny and rapid information dissemination, it is urgent and crucial for companies to be able to respond to and resolve crisis and unforeseen events, including those they may create themselves. Since reputation is one of company's most vulnerable assets, it requires the allocation of strategies such as transparent communication, industrial storytelling, corporate social responsibility initiatives, and even rebranding. This study will explore how marketing, combined with leadership, organizational culture, and social responsibility, can effectively contribute to crisis management and the mitigation of related conflicts. The article concludes that reputation rebuilding demands ethical commitment, consistency between discourse and practice, and a structural shift in how companies engage with society. In this process, marketing should be seen as a catalyst for transformation and the restoration of public trust.