A Study On The Counteract And Recovery Strategy Of Brand Crisis

The frequency of brand crisis at home and aboard increased greatly in recentyears, in part because the unstable factors in global political and economic growth,and also because the speed, breadth of information dissemination in the informationage greatly improve the management of the enterprise becoming more and moretransparent. According to combing the latest domestic and foreign research results ofbrand crisis management with Toyota Recall Crisis, this paper explores for thecounteract and recovery of brand Crisis, and on one hand it can enrich the domestictheory of brand crisis management, on the other hand it can provide someenlightenment and suggestion of brand crisis management to help domesticenterprises strengthen the brand construction and maintenance and reduce the loss inbrand crisis. Brand crisis counteract strategies can be divided into three categories:indifference, admission and denial. According to the active or passive brand crisis,enterprise should choose the corresponding strategies. Enterprises can enter the brandcrisis recovery period only after through the brand crisis outbreak period. Enterprisesshould sum up the experience from the brand crisis and evaluate the brand imagebefore making the recovery strategy. Brand crisis recovery strategy includes twoaspects of internal and external. Internal strategies include strengthening employeecrisis education to enhance employee awareness of risk, improving the managementsystem to raise risk management level, etc. External strategies include directstrategies and indirect strategies. Direct strategies mainly based on the victims ofbrand crisis include material compensation or mental compensation. Indirectstrategies for enhancing the brand value include rebuild brand image, makingcorporate image advertising, boosting the value of product and taking part in PublicWelfare Activities, etc. Enterprises should choose several of brand crisis recoverystrategies to maximum effect, no matter what type of brand crisis. There are threeinspirations from the analysis of Toyota Recall Crisis:(1) Being strict quality controlcan minimize the probability of brand crisis;(2) The higher the brand value is, thelarger the probability of succeeding in through the brand crisis is;(3) Sometimes thepublic don’t care about action but attitude of enterprises during the counteract andrecovery of brand crisis.