The Research On Influence And Solution Of The Enterprise Crisis Communication Strategy To The Brand

Brand as the important inset of the enterprises, didn't get enough attention when meeting the enterprises crisis. In order to recover the original interest relationship, decrease the damage in the brand cognitive, brand loyalty and brand favorite in the short time by crisis strategy, enterprises should strike out a special way, that is,establish the enterprises crisis communication strategy, and at the same time, pay attention to reshape the brand essence.This paper starts from the key points of the brand damage, and holds such a view:The absence of the trust is the main reason for the brand crisis. The attitudes of the enterprises decides the direction of the crisis. Negative attitude will lead to the breaking of the trust chain between the public and the enterprises, and then cause the bad influence to the brand cognitive, then,the enterprises crisis will turn to brand crisis, the damage of the brand crisis is invisible and long-lasting, which will cause the infatuations of the whole industry.To solve the brand maintenance in the crisis context, it needs the enterprises, the stakeholder, media and government to work on this together. First, the enterprises should have a unified guideline of the crisis communication in order to maintain the public interest, and establish the public and transparent crisis communication systems to change the tide of the public opinions and then guide the public the new cognitive.Then,for the aspect of the media communication, there is a need to combine the traditional media and the new media and cooperate the mass media to refresh the progress of the event, release the public opinion's pressure, publicize the spirit of the enterprises and decrease the damage of the brand by wholesome crisis communication strategy. Last, in the aspect of the policy and law, government should promote the publishing of the relative policy and law to revise the dishonesty behavior driven by interest, and supervise the enterprises to care about the social responsibility. This paper will analyze the negative influences of the brand damage caused by the improper crisis communication based on the case, and pay main attention to the damage to the brand cognitive, brand loyalty and brand favorite, and then try to get a recovery way to decease the brand damage.