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More Setbacks Push J&J To All-Time Low

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Thu, 02/03/2017 - 16:10
Ted Marzilli
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After hitting a more than three-year brand perception low last May after paying millions in lawsuits, the picture for global health company Johnson & Johnson has worsened: a fourth lawsuit involving talcum powder and ovarian cancer is heading to trial and a new California suit alleges they sold defective breast implants.

The cumulative effect is Johnson & Johnson hitting nine-year lows – since their perception began to be tracked -- in key metrics such as General Impression and Brand Reputation.

  • Impression ("Do you have a general positive feeling about the brand?"): Over the past nine years, Johnson & Johnson’s Impression score declined 43%.
  • Reputation ("Would you be proud or embarrassed to work for this brand?"): Over the past nine years, Johnson & Johnson’s Reputation score declined 37%.
  • The steepest drop for both of these metrics lasted four months, from the end of January 2016 through the end of May 2016, coinciding with 3,000 layoffs in its medical devices division, and two lawsuit payments totaling $127 for deaths linked talcum powder products.

    Currently, more than 2,000 talcum powder lawsuits are now pending against Johnson & Johnson in courts throughout the U.S. 

    Despite these misfortunes and downbeat metrics, Johnson & Johnson was recently named one of Fortune magazine’s Most Admired Companies for 2017.

Reputation: Johnson & Johnson
Reputation: Johnson & Johnson
Impression: Johnson & Johnson
Impression: Johnson & Johnson
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