企业品牌的声誉和品牌危机管理.doc

标题：Corporatebrandreputationandbrandcrisismanagement原文：Forsomeyears,thewhat,why,andhowofrecognisingandaddressingbrandcrisis–particularlycorporate/organisationalbrandcrisis–hasoccupiedmyresearchattention(notetoreader:“corporate”and“organisational”areusedinterchangeably).Numerouscorporateandnon-profitentitieshaveprovidedpublicclinicalexperiencesofconfrontingseriousreputationalcrises.ExamplesoverrecentdecadesincludeExxon(theValdezoilspillincident),UnionCarbide(theBhopalexplosion),Perrier(benzenetraces),Tylenol(deathsfromtaintedpills),theUSCatholicChurch(priestsexabuse),MarthaStewartOmniMedia(executivemisbehaviour),ArthurAndersen(accountingscandals),theInternationalOlympicCommittee(briberyissues),andmanyothers.Allfacedthreatstotheirbrandsfromdeteriorationinconsumerandbusinesscustomerapprovalandfromdeclineinpublictrust.Whilesomeweremoreproductbrand-rooted(e.g.Tylenol),allfoundtheircorporatebrandaffected,andeffortstorescuethebrandwereundertakenatthecorporatelevel(e.g.JohnsonandJohnsonforTylenol,marketedbyJ&J'sMcNeilLaboratoriesUnit).Thustheseincidentsprovidearichsourceofinsightintothecorporatebrand.Theyillustrateakeydimensionofcorporate-levelmarketing.“Canweasaninstitution,havemeaningful,positiveandprofitablebilateralon-goingrelationshipswithcustomersandotherstakeholdergroupsandcommunities?”.Thatwasacentralquestionofanorganisation'scorporate-levelmarketingorientationposedbyJohnBalmerandmyselfinourtreatmentofanintegratedapproachtomarketingattheinstitutionallevel(HYPERLINK"http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=47&issue=4&articleid=1793058&show=html"\l"b4"\o"b4."BalmerandGreyser,2006).Weheld(amongotherpoints)thatcorporatemarketingisindeedaboardroomandCEOconcern.Inreflectingoncorporateidentityandreputationintimesofbrandcrisis,onerecognisestheimportanceofcorporate-wideorientationandtheresponsibilityoftheCEOandcompany-widemanagers.SourcesofreputationaltroubleLetmeofferananatomyofthekindsofreasonsbrandscanbeinreputationalcrisis,howtoknowthatthesituat