品牌危机中的机会捕捉与利用

The Opportunity and Utilization on Brand Crisis

品牌危机在给品牌带来伤害的同时,也有可能给企业品牌建设带来一些机遇:一是利用品牌危机管理的教训与经验来强化品牌抵抗危机的能力;二是利用品牌危机管理的教训与经验来提升企业的竞争优势;三是寻求产品的改进与新产品研发的契机;四是借品牌危机来树立品牌负责任的正面形象,提升品牌资产。

brand crisis cause the injury but also give the chances for enterprises brand-building. First, taking the advantages of lessons and experiences of brand crisis management intensify the capacity of brand crisis-resisted. Second, using the lessons and experiences of brand crisis manage ment upgrades enterprises＇ competitive predominance. Third, enterprises can capture the opportunity of product enhancement and new product de velopment. Fourth, enterprises can establish a positive responsible brand image and enhance brand equity by brand crisis.