Why salvaging a corporate brand is impossible
Its been a double whammy on the Satyam corporate brand. Their image stands sullied, tarnished. First the Maytas fiasco, now the ban imposed by World Bank.
In terms of Equity erosion, Satyam stands to lose more, as its a corporate brand that's been affected. This is unlike if it were a product brand that took a fall. Recovery can be plotted in the case of the latter by crafting a new identity for the brand or even by letting it have its death wish. Not so when its a corporate brand. What can it do? Where can it hide?
Satyam now risks being remembered as a firm that didn't do the 'right' stuff. That's a stigma it can't get away from. Not for a long time.