It’s been a tough year for Australian businesses, with hacking controversies, failure of service, cultural decisions and more all have left once-cherished brands in the gutter.

The way in which these businesses have addressed the public hasn’t helped, either.

Brand Finance Australia Managing Director Mark Crow told Gary Adshead on 6PR Mornings various companies know well the blowback against their brands, and are putting in place concerted efforts to turn it around.

“Any activity like that is clearly going to have downward pressure on their reputation, ands they would be very conscious of the ability of that type of negative spin to weaken their community support,” Mr Crowe said.

Press PLAY to hear more about the brand blowback