Analyzing And Managing Brand Crisis

In the era of economic globalization and informationization, the brand is formed with positive evaluation of the media. Brand is based on the public, in another word, who won the public that is who is good brand. If the brand lost the public, the brand will be turned down soon. In the light of the crisis theory and the brands crisis phenomenon, this paper summed up the definition of brand crisis: its own deficiencies or the external unfavorable factors of enterprise were disseminated by the media, causing a public skeptic of the brand. The brand and its enterprise are facing the threat of serious unexpected state.The brand crisis is originated from its own deficiencies or the external unfavorable factors of enterprise. Unexpected adverse information on brand communication is the key cause of the crisis. Brand crisis detonated by the media usually. The media can influence the evolution and process of brand crisis, so the essence of crisis management is information dissemination management. It has to play the correct guidance of public opinion through the media and gives the public correct and transparent information.Brand crisis management was not talking about solving problems. Many problems are difficult to solve, however, when the brands in crisis enterprises must try their best to control the situation quickly. While that could not completely solve the problem, enterprises can not allow the situation to get out of control, which is the most sensible...