What characterizes a "brand crisis"?

A brand crisis is characterized by a situation that threatens a brand's reputation. This can arise from various issues such as product defects, negative publicity, ethical concerns, or social media backlash. The impact of a brand crisis can be immediate and severe, potentially leading to a loss of customer trust, decreased sales, or lasting damage to the brand's image. Companies must respond swiftly and effectively to mitigate the damage during such crises, often involving public relations strategies to restore credibility and rebuild consumer confidence.

In contrast, the other choices describe positive growth or planned marketing initiatives that do not inherently involve a threat to a brand's perception or integrity. These alternatives focus on aspects that enhance brand visibility or popularity rather than addressing adversity or reputational risks.