Research On The Integrity Of Brand Crisis In Ethical Issues

Brand crisis events keep being exposed in all-media age. Behaviors without integrity incrisis events, lead to huge negative impact to brands’reputation&value. The research startswith a perspective of brand crisis events, using case analysis&theoretical study methods, onthe basis of analyzing the ethical issues&reasons, depending on the wisdom of Confucianphilosophy, to solve brand crisis issues and provide a few reliable solutions to build brandcredit system.The whole thesis is divided into six chapters. Chapter1is main introduction, whichexplains some background and meaning of thesis, introducing relative theories and the way toresearch. Chapter2summarizes five problems in brand crisis with a few cases and exploresthe reasons of lack of integrity in the process of brand crisis in a view of cultural adaption,laws, psychology, and communication ethics. Chapter3connects Confucian philosophy withbrand crisis management successfully, exploring to establish harmonious brand connectionswith the thoughts of Confucian wisdom. Chapter4is the solution of building brand creditsystem. Chapter5summarizes conclusions, disadvantage in the research and shows prospectsin the future.The research found that Confucianism is the philosophical foundation of the brand creditsystem. Balance between justice&benefit is the implementation of brand civic virtue. Thereasons for brand integrity issues are weak cultural adaption, responsibilities expanded,cognitive dissonance, unethical media and lack of credit laws. Brand integrity is the modernconversion of Confucian integrity. Building harmonious brand connections is the fundamentalof brand crisis management. The brand credit management system is inherent brand creditprotection.