2005 brand crisis full review

A full 365 days ago, we wrote a judgement: "China market entry with most brand crisis." When we sat down to compile 2005 top ten brand crisis and annual brand crisis full review, we found a year ago predicted that not only the "prophetic", by hundreds of media reports, the referenced by many experts, and the Chinese market environment already mired in crisis or at risk of, of brands are becoming increasingly serious, brand crisis situation, and mass over a short period of time do not see any mitigation or better. In the past year, our brand environment continue undergoing profound changes, more and more consumers are given more and more brands are becoming less and less trust in order to assess the grade. To food and beverage industry as an example, from the Department of Commerce's survey shows that consumers on any kind of food security trust that are less than 50%! this mistrust atmosphere even spread to the relevant supervisory authorities, representatives of the two this year there will be criticism: agriculture, quality, health, business, commercial and other ten departmental management bad people a meal; there are also comments (Xinhua)--are as follows: in food safety events often met with various newspapers "standard lag," "inspection capacity lower" regulatory issues; for the media, the "scandal" of today seem to have more "popular", especially in network communications, and many small crisis will be aggregated into a brand new great crisis, just as the Sun of a convex lens, many brands are focused on this, the burns. In the past year, the theoretical, consulting, and other related industry is becoming more and more attention to the crisis management of projects and topics, only the second week of November, our Deputy Editor-in-Chief Gu huanyu just two relevant brand crisis has focused on the Forum, and is a world top 500 enterprises "brand emergency management and crisis early warning system" of training analysis. In the past year, be the subject of frequent threat crisis — enterprises and brands, but around California seems slow, multinational brand in the Chinese market environment first appeared out of the collective not indications, between the country looks best for small products exceeded the issue raises significant iodine brand crisis storm of Nestle is representative, can assert, Nestle however is the "unfortunate" hit the air waves, not Nestle, will also have the "Jimmy nest" and "rope nest" fall into the same great reputation in the whirlpool. As for the Chinese brand, the more vulnerable the two, one is the brand management system and crisis prevention capability inherently inferior to multinational enterprises, and without being so generous brand resources, could toss. Therefore, if you will have to write down a judgment, it would be: foreign brands in China should brand crisis is generally weak, vulnerable to the crisis, vulnerable to the crisis in a fierce battle in the brand. When we are prepared for a number of international customers for the avian influenza crisis, the hope that the Chinese market for the brand in 2006 can be coupled with a heave, establish and improve emergency management organization and management system, preparation of crisis management plan and regularly test, training, and to make our predictions are no longer a self-fulfilling. 1 January: Antarctic human crisis brand crisis origin: arrested for exaggerated merchandise performance crisis index: 4 crisis brief: early man underwear was professional, Antarctica on fake people sued on the grounds that Wang its insulation properties, index and commodity Express does not match, suspected fraud, consumers were asked to double compensation and undo "3 · 15" logo, "national exemption product" title. Antarctic people think that does not match test data and test instruments, and that the existence of the "business behind her dark forces, ready to claim 10 million. January 13, come to an amicable settlement and at the same time withdrawing. 2 crisis brand: yanjing crisis origin: and opponent of shouts crisis index: 3 crisis brief: January 11, Qingdao Beer-profile announced $ 1 beer and self-built 3000 person sales force of impact in the low-end market in Beijing, the yanjing beer, a senior staff meeting with reporters in Beijing and Qingdao Beer big play mouth shouts in return other accused yanjing monopoly prices of derogatory Qingdao Beer self-built sales force is due to a lack of good faith and no cooperation, considers that its prospects in Beijing market. 3 crisis brand: friendly star, Ying Wang crisis origin: examination by the homonym ads attack crisis index: 3 crisis brief: in the winter of various electronic educational products to the Ocean during the hot comedians Dashan "for brand advocate ozing" was in the end, the competitors a sentence "' good memory ' as British exam King!" homophonic advertisements for "friendly Star" ate yabakui, "Ying Khao Wong" insists that just "coincidences". 4 crisis brand: IKEA crisis origin: logistics ileus crisis index: 3.5 crisis in brief: in early January, a Beijing consumers to media reflect the IKEA purchases two weeks are not sent to, then many similar complaints led to IKEA's first crisis in China. Then IKEA announced the cancellation of the "delivery service", by two heavy objects is responsible for arranging the day need car customers of discontent. 24, IKEA, cancel "delivery service" is a temporary measure, the aim is to stop the growth in order to alleviate freight partners likang company pressure, in recognition of their own lack of experience of providing consumers with an apology. 5 crisis brand: ye Jia crisis origin: alleged desecration of the flag crisis index: 4.5 crisis in brief: 11 January, the Beijing consumers reflect, in fast food brand ye Jia complimentary desk calendar, similar to the flag pattern is printed in a cartoon chicken breasts, with insults. The law provides that the national flag and its design must not be used as trademarks and advertisements. Ye Jia's public relations consultants that this is a designer, by design, not weakness, not intentional violations of the national flag of solemn sacred, and clarification of the name of the color with Japan is certain ye Jia Group purchased from Japan, is the Chinese enterprises. 6 crisis brand: Honda crisis origin: new car waist packs the wedding door crisis index: 5 crisis in brief: January 9, Hangzhou a Honda wedding car accidents occurring malignant, leading three dead two injuries, brand new accord to be stop-and-cement isolation Pier down into two paragraphs. After Honda step-by-step associated processing, on accident victims are very cold, although Hangzhou foreign non-network media are silent, however, accord the lumbar packs more shocking photographs and two months guangben many car crash tragedy was

Quickly assemble. February 7 crisis brand: Hewlett-Packard crisis origin: malicious attack competitors crisis index: 5 crisis in brief: eager to take advantage of Lenovo acquired IBM PC snatch customers Hewlett-Packard in the Taiwan region play attack Lenovo advertising — "don't even want to think," stressed that he was "authentic United States cargo", to encourage original IBM customers switched to its own flag, this Association and China media react, accusing their lack of business ethics. 8 crisis brand: Jane O' nucleic acid crisis origin: Spring Festival evening show leads to the old topic crisis index: 2 crisis in brief: in the CCTV Spring Festival evening StarCraft, essays in hand picked "Jane actor Oliver nucleic acid" paper bag scene left a deep impression. But then against pseudoscience to Fang zizhou think Jane O' nucleic acids debut as "a shocking ads", since as early as 4 years ago it has so-called Fang zizhou "DNA health products" condemn accusing it is pseudoscience commercial fraud, to this end the Ministry of health has also been informed criticism "Jane O' overstated nucleic acid". 9 crisis brand: want want crisis origin: arrested for spreading superstition crisis index: 3.5 crisis in brief: during the Spring Festival, the country's major television stations aired almost at the same time scroll up a "want want" product ads movie repeatedly "warning," people only eat "want want" products in the new year will be smooth and arrested for violations of the advertising Act section 7 was spreading superstition, to report trade in Jiangsu Province. 10 crisis brand: Siemens crisis origin: alleged cybersquatting Hisense brand crisis index: 5 crisis in brief: in February, Bosch-Siemens in Germany Cologne local court counter-claims Hisense trademark infringement, incurred by the national media agreed strongly condemned, Department of Commerce and other government departments, electrical appliances, and other civil society organizations also have a stand at the side of the image. March 6, Bo West Corporation and Hisense, is reported to lower than the price of 50 million euros will be disputed trademark transfer to Hisense group, at the revocation of a trademark lawsuit against Hisense.