Analysis Of Brand Crisis Management

Brand is one important commitment to consumers or customers though products or services from enterprises. As an intangible connection, brand is generally considered as a key to success or survival of enterprise. At the same time, surroundings and market of a brand are unstable which are full of so many questions such as economy crisis, competitive plan, potential threaten, consumer prefer and etc. According to the development of brand at home or abroad, some old famous brand began to extinguish while some new ones disappeared as soon as they entered the market. Though it is of cruelty of market competition, we can't deny that there are defects in current brand management theories. Due to the changes of market surroundings after entering of one brand, their situation is totally different. Thus, the brand which can adapt to the market or have good strategy or resources locating in proper places usually speed fast, otherwise it will result in brand crisis gradually. If properly handled, brand crisis can be eliminated, then that brand continue to survive or make progress. Otherwise it can be a disaster to enterprise, not only destroy their resources which they build such brand, but endanger the whole brand, products or cause the death of enterprises.Brand crisis is the sudden changes or disorder of brand management from enterprise itself or competition partners or customers. It posed bad image to the public or credit crisis so as to endanger their brand or the survival of enterprises. It is a trend that enterprises in china want to become strong and powerful, but the larger of one company, the more crisis risk it will face. Building a brand is a process full of difficulty, protecting or strengthen it can be more difficult. So how to discern the potential danger in the process of enterprises is a very important question which entrepreneur should pay more attention.Basing on management theories such as crisis management, forewarning management and brand management, and the analysis of some famous brand crisis management cases, this thesis suggests establishing brand forewarning management system and puts forward the fundamental structure of such system, which may both forecast the brand crisis and maintain the brand safety.The main content of this thesis includes 4 parts:(l) Summarize and analyze current brand management theories and practices. (2) Analyze the causes anddeveloping process and developing process of brand crisis. (3) Put forward the counter plans for brand crisis. (4) Give suggestions to abroad brand based on the analysis of forewarning system.