品牌危机中的机会捕捉与利用

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。

The Opportunity and Utilization on Brand Crisis

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 management upgrades enterprises' competitive predominance. Third, enterprises can capture the opportunity of product enhancement and new product development. Fourth, enterprises can establish a positive responsible brand image and enh...