Research On The Brand Crisis Management Of Multinational Corporation

With the development of economic globalization, Multinational Corporations are playing more and more important roles in the economy of China. The brand crisis happened recently has become obstacles for the development of Multinational Corporation. The effect of the brand crisis will be serious without being dealt with well. The results may be decline in receipts, bad brand image or even disappearance of the brand. As the competition between enterprises becoming more and more serious, the market changing more rapidly, uncertain risks becoming greater, the brand crisis management has become a focus in the field of enterprise management.The dissertation begins with the concepts and meanings of brand, brand management and brand crisis, at the same time, it introduces the domestic and foreign research results in this field. Then, the effect of brand crisis of Multinational Corporation is analyzed and the reasons of the crisis are divided into two parts: internal and external ones. After finding out the weaknesses of the brand crisis management under existing conditions, the paper puts forwards to early warning system which gets the results by supervising the states of brand assets, brand management, brand environments and then provides correspond control schemes. Though early warning systems founded, there will be brand crisis which should be solved by the means of organization management, media management and communication management. At last, how to recover from the crisis is elaborated.