Red Three-ring "brand Crisis Early Warning And Management Research

By reviewing a series of crisis occurring during the birth and growth of the brand of Red Tri-circle Cigarette, the dissertation illustrates the logic relations between brand and its crisis. Following the definition and description of the enterprise brand crisis and its unique characteristics, the applicable systems are deducted by citing the example of Red Tri-circle, which are used in recognizing the prewarning signals of the potential crisis of the enterprise brand, and in confirming the existing crisis. And then the methods against brand crisis are put forward which yield the principals governing brand crisis management. Finally, on the basis of the above theories, the dissertation comes to the methods of recognizing brand crisis signs, prewarning analysis and crisis precontrolling and managements after the case study of the strategic crisis of the brand Red Tri-circle, and its performance during the flood crisis.