CRISIS MANAGEMENT AND BRAND REPUTATION

Crisis management is a critical function. Failure can result in serious harm to stakeholders, losses for an organization, or end its very existence. Public relations practitioners are an integral part of crisis management. With the development of economic globalization, the increasingly obvious trend of the network as well as enhanced degree of product homogeneity, competitions among enterprises have turned to marketing competition, service competition and brand competition from quality competition and technological competition. More and more enterprises recognize that the brand situation has highlighted impact on all aspects of business. Brand reputation is the key for enterprises to win in the competitions. This article will discuss how to rebuild the brand reputation for a business.