Michael phelps case study

What does this incident tell you about maintaining and increasing brand value over time?

Answer the following question about Michael Phelps based on the knowledge of chapter 1 of the textbook:
Following the Beijing Olympics, a photo published by a British tabloid showed Michael Phelps using a “bong,” a device for smoking marijuana, at a party in South Carolina. Kellogg’s withdrew Phelps’s endorsement contract. What does this incident tell you about maintaining and increasing brand value over time?

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