Study On Brand Forewarning Management

Brand crisis is caused by the sudden changes of the condition of enterprise itself, competitors, customers, other outside factors, and the wrongdoings in brand operation or marketing management, which will severely destroy brand image and result in trust crisis of the brand in the public, thus degrade the credit of the brand as well as the enterprise, further more it will endanger the brand and, possibly the enterprise itself. In the most extensive meaning, brand crisis management means to manage the crisis before the event, during the event and after the event. Traditional crisis management always puts great emphasis on how to cope the crisis-to segregate, control and clear off the crisis. It's a kind of 'exception management' but also a unilateral comprehension to crisis management. In fact, brand crisis management includes total activities from brand crisis forewarning to the recovering of the enterprise after the crisis.Basing on management theories such as crisis management, forewarning management and brand management, and the analysis of some famous brand crisis management cases, this thesis suggests to establish brand forewarning management system and puts forward the fundamental structure of such system, which may both forecast the brand crisis and maintain the brand safety. During the research process, this thesis makes such conclusions as follow:1. Current brand management ignores brand safety management, which can be illustrated by the facts that it lacks both the research of brand crisis causes and the supervision upon the brand circumstances and brand management process and state, thus it cannot promptly forecast and fore-control the crisis which maybe possibly occur some day in the future.2. There are certain signs before the occurrence of brand crisis. As these signs can be perceived and detected at certain degree, so it is possible to forecast and fore-control brand crisis.3. To prevent or avoid the attack of brand crisis, the enterprise should add forewarning function, and finally establish brand forewarning management system.The main content of this thesis includes 5 parts: (1) Summarize and analyze current brand management theories and practices. (2) Analyze the causes and developing process of brand crisis. (3) Analyze ad discuss the operation mechanism, program and main job of brand forewarning system. (4) Establish the basic brand forewarning index system. (5) Put forward the counter plans for brand crisis at the light of forewarning analysis.