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.