Brand name, brand crisis fuse, brand crisis statement, comments on brand management loopholes

1. Chivas Regal is suspected of consumer fraud 65438+1On October 20th, the International Finance News revealed that Chivas Regal, a well-known foreign wine brand with 12 aging as its selling point, was mostly blended with wines from different years such as 2 years and 4 years, and the cost of Chivas Regal close to 300 yuan was only RMB in 25 yuan. In the face of doubt, a "statement" of the Scotch Whisky Association was taken out to prove Chivas' innocence, but this "statement" without any signature and seal was immediately discovered, which only explained the strict regulations of the British government and the European Union on whisky brewing and could not guarantee Chivas' innocence. The first thing to consider here is whether these blended wines are produced by enterprises themselves. If so, then clarifying yourself with irrelevant remarks is an act of covering your ears and discrediting your brand; However, if these blended wines are produced by other counterfeiters, does this reveal that enterprises have not done a good job in quality management and external brand maintenance? How can enterprises that lack social responsibility better maintain their own brands? In fact, brand management naturally includes brand market maintenance, which naturally has two meanings, that is, actively maintaining this product and preventing others from infringing on their own brands.

2. Jiangling lacks an emergency plan for this incident. /kloc-in early October, Jiangling Baodian announced that it had withdrawn from the Dakar Rally due to mechanical failure and insufficient preparation of spare parts. At this time, the rally that just started has not yet entered the arduous African race, and the advertisements on the trip of Jiangling Team to Dakar on TV are still playing normally. Obviously, no matter how big the team is, how big the drivers are, and any participating brand, it is very dangerous if there is no adequate communication plan. Brand maintenance should be carried out anytime and anywhere. The original competition was to better shape the image of high-end brands. However, due to insufficient preparation, they withdrew from the competition at will, and the advertising of their brands did not stop, which spread a wrong message to consumers. At the same time, it also reflects that enterprises have not formulated corresponding exit channels for brand promotion in the process of brand maintenance.

Fuji is suspected of smuggling and accepting bribes. At the beginning of 65438+ 10, the "old news" that Fuji was suspected of smuggling was once again exposed by the media: Guangxi superstar, as Fuji's agent in China, fujifilm, with the support of Fuji, transferred excess Japanese production capacity to the domestic market, and there were a lot of tax evasion in the import process. It never rains but it pours. On June 65438+1October 65438+April, a company that had a dispute with Fuji Xerox provided a video to the media, which recorded that during the judicial arbitration in 2005, Fuji Xerox's legal adviser and attorney contacted the arbitrator of Tianjin Arbitration Commission in violation of regulations and was suspected of judicial bribery. Legal awareness is also indispensable for the maintenance of corporate brands. In the course of business operation, enterprises will have active and passive illegal activities. The key problem of the former is the lack of brand strategic management thinking, and tax evasion for short-term interests will damage its long-term interests; The latter's problem is ignorance of local laws and regulations.

Hainan Airlines refused to carry a disabled girl. In February, HNA launched an action against Xiaoqing, a girl with a right foot injury. Relevant personnel came to the hospital with 2000 yuan solatium and four inspirational books to visit Xiaoqing, who was forced to amputate due to the delay in treatment time, and made a public statement on the matter for the first time. HNA believes that Xiaoqing was a "stretcher patient" at that time and could not be carried due to restrictions such as model, safety and passenger regulations. HNA is not responsible. The victim's lawyer said that the doctor who accompanied the scene made it clear that the girl could not use a stretcher at all, and the crew did not ask the company for arrangements, but categorically killed the girl's hope of keeping her right leg. The service concept of the service company should be "people-oriented", but HNA's refusal to take disabled girls is a great irony to the "people-oriented" concept! Service brand is the core value of service enterprise brand and should be the best way to enhance enterprise brand. However, HNA didn't realize the importance of service brand, or even if a little safety behavior was taken in the subsequent report, it was too late to make up for it! HNA's behavior violates the dogma of service industry. Some people may think that this is caused by monopoly and property rights, but it is undeniable that there are also major loopholes in its claimed service brand management.

5. On the fourth day of Lunar New Year's Day (February 1 day), hundreds of ticket holders were turned away by Hong Kong Disneyland on the grounds that the number of tourists had exceeded the maximum capacity of the park. Disappointed and angry tourists had a dispute with the staff, and some even crossed the iron gate to enter the park by hand. Related news and pictures have been widely disseminated by many media. That night, the Chief Executive of the Hong Kong Special Administrative Region, Donald Tsang, and the Financial Secretary, Henry Tang, personally telephoned the top of the park to prevent similar situations from happening again. However, the next day, Disney still looked very confused and refused to go away. In the following three days, An Zhiming, vice president of Hong Kong Disneyland, held three consecutive press conferences to apologize. Disney's rejection of customers greatly reduces its world brand image, thus causing great obstacles to the maintenance of its brand, which also highlights the huge loopholes in brand management from another level. Why does the number of tourists exceed the maximum carrying capacity of amusement parks and there is no better solution? In brand management, enterprises should have different measures in peak season and off season, that is to say, there is no perfect emergency plan. The customer is always God. If there are more customers, Disney should have corresponding emergency plans to avoid damaging the brand.

6. Just after the Spring Festival, Lifan Group began to fully refute the rumors about the "rollover" incident exposed before the holiday, and issued the accident report and hospital diagnosis report of the traffic control department at that time to the media, proving that the rollover in the new car inspection was caused by improper driving; In addition, the test driver has obtained the driver's license for less than one year (the test driver requires more than 3-5 years of full-time driving experience). Lifan said that the excellent safety protection measures of the new car made the driver only slightly bruised after the rollover. In the same period, online articles spread rapidly, saying that the rollover accident caused the vehicle to be crushed into a "persimmon", supplemented by several pictures. First of all, under the national conditions of China, Lifan is likely to make any quality report and accident and hospital diagnosis report they want. But our view is that if the information provided is true, there are loopholes in its brand management and major loopholes in personnel management. How can you choose a test driver with a driver's license less than one year? If the information provided in the report is false, it also reflects that there are loopholes in the quality management of enterprises, and enterprises find excuses to cover up the facts after the incident.

7. McDonald's food safety problems continue. In early February, faced with advanced detection methods, McDonald's was forced to admit that the content of trans fatty acids in its French fries was 30% higher than the previously published data, but its China company claimed that the French fries were cooked with olive oil that would not produce the substance; The next day, olive oil was corrected to palm oil because of a translation mistake made by a public relations company in a hurry, but some experts pointed out that palm oil would also produce trans fatty acids during processing. Subsequently, McDonald's admitted in the United States that French fries contain potential allergens such as wheat and dairy products, while its China company once again argued that domestic French fries are different from those in the United States, and there are no allergens. Why McDonald's has been complained about food safety many times in China, but the safety problems are constant? Why is there a reasonable excuse every time? Quality problem is the most basic factor of brand maintenance, and even the best enterprise will degenerate in "exposure" and "defense" again and again! The problem of McDonald's is the true manifestation of this phenomenon, and its brand management department lacks the management mechanism of "being responsible to consumers" and "turning the corner".

8. Sony is now a "problem color TV". In February, Sony China website announced that there were software problems with its five high-end color TVs, which could not be turned off normally during use or turned on in standby. Unplug the power plug and plug it in after 20 seconds to solve it temporarily. Sony will provide users with free on-site software upgrade service. The number of products involved in this incident is 1.7 million units. Public opinion generally believes that Sony should publish it in a wider media, not just on its own corporate website. Sony is also a good world brand. Technical problems are loopholes in brand quality management, so we can apologize to consumers publicly and take corresponding compensation measures. This can at least make consumers realize that enterprises have the courage to take product responsibility and can turn the corner. However, it is precisely because of the short-sighted behavior of its brand management department that only a little report on the enterprise website makes consumers doubt its corporate responsibility and further damages the brand image of the enterprise.

9. Oudian fabricates brand foreign origin. This year's CCTV "3? At the "15" party, it was found that Oudian, which claimed that "1903 was founded in Germany", was an authentic Beijing company, and its so-called German headquarters and European R&D center did not exist at all. This company, which was established only a few years ago, has turned into a "century-old European classic" with its exquisite packaging and false propaganda. On March 16, Oudian Floor issued a public statement, refusing to admit fraud while apologizing to consumers. Just prevarication is a propaganda mistake, which means that his trademark has been registered in many countries, and some products are indeed imported from Germany. This is a typical despicable behavior of the brand "stealing the column", and its real behavior is misleading consumers and creating false propaganda. This reflects that he did not seriously abide by the prohibition law in corporate advertising, which is a serious management loophole in the process of brand planning. Never be naive to think that consumers are fools. Only by treating consumers sincerely can there be a real market.

10. Yagerstein is harmful to health. On March 26th, CCTV's Weekly Quality Report exposed a number of clothing brands that have quality problems and are harmful to health, including internationally renowned brands such as DuPont, Equestrian and BOSS. Among them, the white cloth of Yagestan men's trousers will seriously change color when rubbed, while other brands of clothing also have the problem that the safety indexes such as PH value and color fastness can not meet the national mandatory standards. Experts pointed out that such unqualified products will destroy the balance mechanism of human body, cause irritating dermatitis and contact dermatitis, and may also cause bacterial infection if not handled properly. What is even more surprising is that 59.5% of the international famous brand clothing products failed to pass the special quality spot check organized by the industrial and commercial department of Zhejiang Province. Similar reports frequently appear in newspapers, among which the most mentioned is that these corporate brands discriminate in different countries internationally, and there will be no quality problems abroad, but when they arrive in China, there will be many loopholes in quality, which is a serious brand promotion management loophole. At the same time, it also gives China consumers a wake-up call from another level: foreign brands are not really good brands! These so-called international brands have also suffered a serious brand crisis.