Research on Source and Prevention of Brand Crisis

摘要：

The brand crisis will inevitably occur in the development process of any enterprise. It will produce great passive effects to brand, and even lead brand to die out. To prevent and avoid the attack of the brand crisis, enterprises need high-effect brand crisis answer mechanism. Therefore, exploring deeply the sources of the brand crisis and looking for measures to manage and prevent brand crisis is very necessary to build the brand successfully and increase the enterprise ability to adapt exterior environment. It firstly analyzes the traits and category of the brand crisis what divides according to the degree of crisis, the property of crisis and different life cycle stage in the paper. And then it analyzes exterior affection factors and interior affection factors which cause the brand crisis. Finally, it puts forward measures what manage and prevent the brand crisis.

关键词： Brand Brand crisis Brand crisis management Brand crisis prevention

作者: Yi ZHANG Rui ZHANG

作者单位: Institute of Brand Science,Chongqing University of Arts and ciences,Chongqing 402160,China Institute of Brand Science,Chongqing University of Arts and Sciences,Chongqing 402160,China

会议类型: 国际会议

会议名称: 2008 International Conference on Risk and Relianility Management(2008风险与可靠性管理国际会议)

会议地点: 北京

会议语种:英文

页码: 828-830

在线出版日期: 2008-11-10（万方平台首次上网日期，不代表论文的发表时间）