The favourability towards a brand is strongly correlated with the degree of recognition. This means that even in a crisis the overall impact on the brand or corporate image does not have to be negative.  If the situation is handled skilfully and sensitively, the consequences can even be positive.  

A few years ago an oil company was promoting sales by giving away toys at petrol stations. The toys they gave away were ‘smurfs’, which are cute little figurines in sky blue, each of which is recognizable - farmer smurf, tailor smurf, painter smurf, baker smurf, drummer smurf, etc. 

It was drummer smurf that caused the problem. On the drum was black dye and in the black dye was lead. When this was discovered and revealed it became national news. Suddenly, a 3 person sales promotion operation, lost in the cogs of a 100,000 person company, was front page news. At last the sales promotion activity was attracting attention, but it was a disaster.

However, all smurfs were pulled out of petrol stations, immediately. The incident had become a crisis and it was handled like a crisis should be handled: instant reaction, honest communication, fair compensation. When the spotlight is on, you might as well take the opportunity to do a good job. After the communication campaign, awareness duly rose and favourability increased!