BBC had to dump Clarkson brand to protect its own, experts agree

He is brash, politically incorrect and, until today, the face of a globally acclaimed British TV program called Top Gear all about cars and the antics of its host, Jeremy Clarkson.

But branding and marketing experts agree that the BBC had no choice but to dump its biggest star despite his own strong brand recognition and the set-back it could cause the popular Top Gear program. Facing its own Ghomeshi-like moment, the BBC decided Mr. Clarkson had become too toxic and a brand liability.

Reuters Mar. 25 2015, 12:37 PM EDT

The weekly program draws 5-million domestic viewers and, through rebroadcasts around the world, an estimated global audience of 350 million. The show was one of the BBCs most successful exports generating annual revenue of $93-million.

But today the British Broadcasting Corporation cut him loose. The BBC said that Mr. Clarkson had crossed a line and that his contract would not be renewed following an investigation in to a fracas earlier this month after a day of filming. British media reported that an altercation happened when the TV star discovered that the hotel where the Top Gear team was staying had stopped serving hot food for the day.

According to the BBC investigation, Mr. Clarkson had unleashed a verbal tirade lasting 20 minutes followed by a 30-second physical assault on a producer. The assault resulted in swelling and a bloodied lip and sent the producer to the emergency department of a hospital in northern England.

The demise of Jeremy Clarkson sparked a social media backlash as fans of the show including many here in Canada criticized the BBC for its decision. Top Gear and its main host are so intertwined that fans could not imagine the show without him.

But the case also highlights the difficulties all organizations like the BBC face when trying to protect their reputation and whether to hold on to a key part of their brand or let it go.

Branding and workplace experts agreed that the BBC was left little choice.

There is more than one brand

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BBC had to dump Clarkson brand to protect its own, experts agree