企业品牌的声誉和品牌危机管理.doc

标题：Corporate brand reputation and brand crisis management 原文：For some years, the what, why, and how of recognising and addressing brand crisis – particularly corporate/organisational brand crisis – has occupied my research attention (note to reader: “corporate” and “organisational” are used interchangeably). Numerous corporate and non-profit entities have provided public clinical experiences of confronting serious reputational crises. Examples over recent decades include Exxon (the Valdez oil spill incident), Union Carbide (the Bhopal explosion), Perrier (benzene traces), Tylenol (deaths from tainted pills), the US Catholic Church (priest sex abuse), Martha Stewart OmniMedia (executive misbehaviour), Arthur Andersen (accounting scandals), the International Olympic Committee (bribery issues), and many others. All faced threats to their brands from deterioration in consumer and business customer approval and from decline in public trust. While some were more product brand-rooted (e.g. Tylenol), all found their corporate brand affected, and efforts to rescue the brand were undertaken at the corporate level (e.g. Johnson and Johnson for Tylenol, marketed by JJs McNeil Laboratories Unit). Thus these incidents provide a rich source of insight into the corporate brand. They illustrate a key dimension of corporate-level marketing. “Can we as an institution, have meaningful, positive and profitable bilateral on-going relationships with customers and other stakeholder groups and communities?”. That was a central question of an organisations corporate-level marketing orientation posed by John Balmer and myself in our treatment of an integrated approach to marketing at the institutional level (Balmer and Greyser, 2006). We held (among other points) that corporate marketing is indeed a boardroom and CEO concern. In reflecting on corporate identity and reputation in times of brand crisis, one recognises the importance of corporate-wide orientation and the responsibility of the CE