ABSTRACT:In today's turbulent environment of market economy, the brand unexpected crises are always likely to occur, therefore, enterprises should establish a strong brand crisis consciousness, build advanced brand crisis management mechanism and attention to the brand in order to effectively solve the crisis, improving the brand image.
Article general starts from the importance of the brand to the importance of brand crisis management. The classification of the front part of brand crisis and its causes are summarized, and the development cycle is divided into incubation period, triggering the crisis period, the dangerous period and recession four stages; according to different stages of the crisis management ,event handling way also need to be corresponding changed; furthermore, this paper discusses the principle of the brand crisis management and prevention mechanism, building crisis management organization structure and establishing a reasonable and effective crisis early warning system can effectively prevent and control the crisis; after the crisis, the crisis public relations are different for different crisis, thereby minimizing the impact of the crisis; After part focuses on case study analysis, the effectiveness of the enterprise crisis response measures and error both at home and abroad, from which lessons summed up enterprise brand crisis management tactics and key points; finally, from the perspective of systemic and coordination of crisis response and processing, brand crisis management system model is put forward. In this paper, the related research and analysis of prevention and treatment of enterprise brand crisis has certain reference value.
Keywords: Brand; Brand crisis; Brand Crisis Management; Brand Image ....