Ramesh, the proprietor of Amalya Dairy Pvt Ltd, looks at the recommendations given by the market research firm for rebuilding the brand image after a major brand crisis. After Amalya Dairy suffered a huge loss recently, Ramesh is now being careful about spending the company funds. A 60-year-old and a late adopter of technology, he is not very comfortable with the suggestion of having a public relations manager represent his brand on social media. At the same time, he recalls the recent setback his brand image took due to the lightning speed at which the latest communication channels operate. He looks at the report and the recommendations given by the market research firm one more time, in order to make the final decision regarding the company’s integrated marketing communication plan. © 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group.