Professor of Marketing, Sameer Hosany, explains how The Post Office has a long road ahead to rebuild consumer trust following the Horizon IT scandal

Once one of the UK’s most trusted brands, The Post Office has seen its reputation and standing seriously undermined by the Horizon IT scandal. Rebuilding that brand trust among consumers will be a long and difficult journey.

Professor of Marketing, Sameer Hosany has used his latest article in The Conversation to dig deep into the brand story of The Post Office, following its fall from grace because of the Horizon IT Scandal. Providing the background to the case, Professor Hosany outlines how trust is a vital component of the brand-consumer relationship and the damage that can be done when that trust is broken. Examining other high-profile companies where a scandal has damaged that relationship, he outlines the importance of communication between the brand and consumer to start to rebuild that trust, but warns that it will be a long road ahead for The Post Office.

Read the full article here.