In the United States, "Business Week" in July this year, baked in a global list of 100 brands, Coca-Cola ranked first, into the world top 100 brands of food and beverage companies, as well as McDonald's, KFC, Nestle and so on. Only a few people are familiar with this brand, for example, they Cengzaoyuguo food safety and health crisis. Recently, a consumer sued Coca-Cola subsidiary in Tianjin, "Diet Coke" ingredients contain caffeine and sodium benzoate, both of the compounds is strictly controlled by the national spirit of a class of drugs, "caffeine and sodium benzoate." Such as McDonald's, recently was a Chinese professor to get that one nail, KFC customers in China to get that flies, cockroaches events have frequently reported.
However, the one in the ongoing crisis and the media bombardment of the brand, not a fundamental impact on the branding of and injury, is still by many consumers like, the secret? In sharp contrast, is the number of brands and businesses often in the event of a crisis even after the slump this fall, this one's behind? issue a press interview with the brand strategy management consultant Mr. Liu Wei.
Financial Times: like Coca-Cola, Pepsi, McDonald's these international brands, they often encounter in the world crisis of some brands, including the interference of fake and shoddy products, but over the years, they did not fundamentally undermine the brand awareness and reputation, you think this is the reason for what?
Liu Wei: Yes, this is the "brand crisis Mach principle", the more the more afraid of big brand crisis, the more the more afraid of the crisis of small brands, the brand and brand strength 鎶楀嚮鎵撹兘鍔?seems proportionate.
However, behind this principle is that international brands have three outstanding ability to counter the crisis: first, the system's strategic planning capacity, their strategic fulcrum is often complex, and any individual on the crisis as just "one finger hurt" , and will not have disruptive impact on the overall situation, and because the body can be mobilized "immune power" healing "the wounds of a mean" easy.
The second is the standard operational management capabilities, international brands both in business processes or management processes, both fairly standard and smooth, which produced a strong implementation capacity. Once the crisis erupted, its well-considered, reaction speed, details of the place, has been spectacular, it can in the shortest time, lowest cost, maximum control and reverse the crisis.
The third is superb crisis management capabilities, international brands often have specific risk management (such as the risk manager), continuous assessment of the risk management plan developed in advance, to all staff risk awareness training and simulation training, etc., that series of "proactive" measures to enable them to confidently turn the tide.
Ability of these three is the international brand of excellence "to save body clothing" and "protection" so that they can still laugh at the cusp of view of clouds.
Financial Times: comparison with these international brands together, some well-known domestic brands because of a crisis is often a major setback or even depressed, such as the three previous years, oral storm, the main reason you think this one has What?
Liu Wei: far more than those from 80 age Jianlibao, the sun god, to the nineties of the Qin pool, love more, to the nearest Drilon and Kim Jung, the crisis of Chinese enterprises is quite common, it was at 0:00 on the 2003 The study, "45.2% of the enterprises in the general state of crisis, 40.4% of the enterprises in the state of moderate risk, 14.4% of the enterprises in the high state of crisis." Crisis is also very heavy losses to Delong, for example, the loss of more than 200 million, also implicated in more than ten listed companies, several banks and trust management are numerous.
Why are so many local brands will be a crisis, "a hit and collapse"? The reason is discussed above do not have the ability of three anti-crisis: the first is the strategic planning capacity naive, too single product, improper business combination, an error expansion direction, negative synergies, etc., makes the situation got to spread the scourge of the body, even struggling to put out the fire was finally able to change that.
The second is the ability to lower operational management, business process and management process that allowed the extensive ability to greatly reduced once the crisis, not chaos as rush is unresponsive, can not do to communicate with the media bit, go out until the spread of disease, such business is actually a house of paper, a little on the one with the collapse.
The third is no lack of crisis management, unconsciousness, no organization, no training in the management of this crisis "three no phenomenon" very serious, usually not the result of training must be a battle was Cuikulaxiu.
3. In brand building, brand maintenance and brand crisis response strategy, do you think these world-renowned enterprises What is Enlightenment? How some domestic national brands can increase their ability to resist risks?
A: There are three aspects of crisis management experience in local enterprises need attention: first, to units within the enterprise and the associated training and to strengthen the sense of crisis management, should be recognized that the crisis may occur at any time, and only break chances to be prepared, no This awareness is all alone, in a way, the management is crisis management.
The second is a sound business strategy planning and operational management system, to avoid the error of a one-sided - to overcome the crisis and Zhi Xu Yao simple crisis management system on the line, in fact mere crisis management system Wufaduli and Zuizhong resolve the crisis, Ru De Long is actually strategic crisis, even the best PR can not pass the media, only a sound business strategy planning and operation management system, is truly invincible.
The third is the construction of enterprise crisis management system, to prevent early-, medium-processing, post up the formation of an organized policy, procedures, networks and resources to ensure the integration system, a professional crisis management and its capability to be panic.
Financial Times: brand there is not an isolated thing, these brands to Evergreen, a variety of crisis can survive, whether you think the management of the whole enterprise structure, management mechanism and the level of a great relationship? What kind of relationship?
Liu Wei: Indeed, as the brand behind the business, so the brand's anti-crisis capacity and capability of enterprises is closely related to anti-crisis. The ability of enterprises subject to anti-crisis organizational structure, corporate culture, leadership style, personnel quality, performance management, information and knowledge systems, etc. administered by the elements, proved that this area was relatively smooth handling, and its crisis management capacity would be relatively high, and vice versa.
The role of the specific mechanism of the brand's core brand identity, and brand recognition is one of the important sources of corporate identity, once the enterprise crisis, the negative of corporate identity began, but this negative relationship will be of conduction through the endorsement to brand recognition to a loss for both sides.
It is noteworthy that the corporate identity of the endorsement effect is the decision by the brand architecture (common brand is strong, and independent brands on the weak), for a common brand relationship spectrum, such as Lenovo, the deterioration of corporate identity will quickly spread to the brand recognition, and for take independent brand relationship spectrum, such as Procter & Gamble, the deterioration of corporate identity may slowly affect the brand recognition.
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