Research On The Evaluation Of Brand Crisis Early Warning

The 21st century is the era of brand competition. Brand bings great competitive advantage to the enterprise as an important intangible asset of enterprise. Brand is not built in one day, but the crisis might instantly destroy a business. Looking at the domestic market in recent years, endless brand crisis had brought bad influence to the enterprises, customers and society. Facing this situation, the paper researchs the enterprise brand crisis early warning and hopes that it would provide certain reference for the management of crisis.Based on the research of enterprise brand crisis early warning, this paper analyzes the crisis cause, constructs evaluation indicators system and evaluation model of brand crisis early warning, introduce "Possiblity-Satisfiability" approach and tests the application results of the model. The main conclusions of this paper are as follows: (1) The reasons leading to brand crisis mainly contain the brand asset management problems, brand management strategy blunders, internal management issues of enterprise, external environmental degradation of enterprise and so on. Among them, the management problems of the brand asset led to most of the brand crisis. (2) Brand crisis early-warning evaluation indexes are the main information carriers of the magnitude and state of enterprise brand crisis, whose selections should based on the reasons of the enterrise crisis and follow the principals of systematic, scientific and leading. (3)The use of“one bad affects the whole”in "Possiblity-Satisfiability" approach effectively reduces the“cover-up”risk of the low index in the evaluation of enterprise brand crisis early warning and the final value provides more for reference the enterprise brand crisis early warning.