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Diesel scandal hurt image and reputation: 2015 Diesel scandal hurt brand reputation and image. Volkswagen continues to feel the influence of the brand until 2017. A scandal known as a diesel idiot or diesel door costs billions of dollars. Millions of cars are being influenced by the scandal accepted by Volkswagen himself. It hurt the image of the brand in the United States and other parts of the world. The brand still feels the effect of the scandal, but it quickly removed the pressure

A case study was designed to investigate the Tiger Woods Scandal that had a major impact on the reputation of the brand, as the brand identity is related to the various characteristics of the scandal. The first part of this article will explain the theoretical understanding of brand equity focusing on brand recognition and brand association and brand reputation. In the second part, I will propose the theoretical view of the Tiger Woods scandal incident. The reason for studying this particular brand is that it is a recent case and needs to go beyond simple brand theory analysis, so it is a "human" brand that will be more exciting than the company's brand.

The recent 2009 Tiger Woods Scandal ("Tiger Woods Sex Scandal", 2009) is an example of how negative advertising affects recognized brands. This led to the decline of the guarantee contract with many of his customers. But if so, why can he still earn $ 110 million in revenue within a year, even if it is negative news, the best athlete of the year (Forbes' website ) Leads? Does scandal affect sales of Gillette products? The survey was conducted at the TVU campus and the University of Reading campus. We are planning to provide 50 convenient samples in each place. It is designed to capture specific information on consumer purchasing behavior and in this respect respondents have to watch at least Gillette or Adidas ads or purchase Gillette / Adidas products last year. Due to time constraints, the focus is limited to UK consumers.