Concerning The Causes And Management Of Brand Crisis

Brand time has come.,more and more companies began to make his centenary brand,in the path to centennial dream of the roads, Brand crisis will undoubtedly become one of the biggest obstacles. Only during the 2008 until 2011 has appeared many brand crises , such as SanLu toxic milk powder event, Toyota recalls event, Huang Guangyu event, Foxconn jump events, Tencent and 360 wrangling, Yi Li and Meng Niu wangling about Shengyuan milk powder, Wal-mart and Carrefour about price fraud event and so on. How to avoid or reduce the brand crises, In case of crisis how timely and effectively brand respond, How to end in brand crisis recovery brand association or relationship, are inescapable problem. Studying the causes and management brand crisis, is to can better able to solve these problems.This paper is based on modem management theory as the guide, In reference to the theory and comparatively mature research foundation, Try to new ideas to study the causes and management brand crisis, And some representative brand crisis generalization event as the argument used, ensure this paper science and rationality.This paper firstly is the business process for around brand analyzed the causes of brand crisis, On the analysis of the combined with the representative brand will crises to support viewpoint, Then, by analyzing the classic case - j&j "tylenol capsule poisoning", To sum up the successful experience, Combining the content and PPRR mode of brand crisis causes paper analysis result, According to the steps PPRR mode of brand crisis put forward in this paper management advice.The main conclusions are obtained in this paper: (1) Through the business process around brand to analyze the causes of brand crisis, got brand crisis influence factors summary. (2) Through summarizing the j&j processing "tylenol capsule poisoning" and with the successful experiences in the content and brand PPRR mode of genesis analysis result, the crisis PPRR mode according to the step puts forward a set of brand crisis management advice.The innovation points of this paper: (1) Try to go around the business process of brand brand of the cause of the crisis, make the analytical process analysis, the analysis results more rich logic more comprehensively; (2) Will the results of the analysis brand crisis causes of applied to brand crisis management.