What steps firms can take to recover from a brand/product recall??

Consumers are forgiving, so if a firm apologizes, acknowledges the problem, and doesn’t make the mistake again and again, consumers will continue to be loyal to that brand.

After apologizing, the firm needs to get the product off store shelves and out of consumer’ hands as quickly as possible. To do this, the firm must choose the best way to compensate the product purchasers and who will interface with the customer to price the restitution.

There are many choices – the manufacturer, distributor or retailer can collect the recalled product and restitution can be provided by repairing or replacing the product or refunding the purchase price.

Make communication with their customers and distributors on immediate basis. Don't try to keep silent. Quick action on collecting your products & communicate about your new replacing product features. "CHICAGO TYLENOL MURDERS" USA 1982 case we have read that how company overcome the same situation through quick action & communication.

The brand is not a name alone, but it is a consciously built confidence in the loyal consumers.Their confidence is shattered when they found that quality is compromised. i would suggest ,that firms must be transparent in telling the consumers regarding the defect in the product and they must be made good in time bound programme.It is my own experience,that certain company of a brand had to replace tea packet to me on my complaint.

Ensure, prior to roll out of  products, its quality that is determined by the manufacturer. Not once at least twice to see your product match your specification desired. If not, stop there itself. No need to recall notice issues. Which is a costly affair in terms of Money & Reputation. Keep a Quality poilcy that ensures customers "No-recall at all".