Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Based on the Balanced Scorecard Brand Crisis Early Warning Evaluation Studies

Author ZhouZuo
Tutor MaQinYuan
School Lanzhou Commercial College
Course Business management
Keywords Brand crisis Balanced scorecard ideas Brand crisis earlywarning evaluation
CLC F274
Type Master's thesis
Year 2014
Downloads 7
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The concept of brand crisis is gradually concerned by the market andacademia. The brand crisis appeared frequently in Chinese companies,and even some well-known large companies have been appeared brandcrisis, these questions are all explained First, brands are more and moreimportant, public confidence in the products is also increasinglyembodied in the brand; Secondly, the brand building is risky enterprisefor any companies,any problems about the company will produce a branddistrust and even lead to brand crisis; thirdly, the exposure of the brandcrisis also illustrates corporate brand crisis warning does not constitute afull understanding of luck, when the brand crisis has happened,thecompany will go to the potential to edge of bankruptcy.From the idea of brand crisis warning, the reality of the brand crisiscould be summarized and this paper would analysis the reasons for thebrand crisis, combining with the Balanced Scorecard ideas includingstakeholders, brand management, organizational innovation and learning,the financial value of these four dimensions of brand crisis early warningindicators. This paper would build the brand crisis early warningindicators, and design a brand crisis warning evaluation model, in orderto reflect the security status of the organization brand. Finally, give anexample to verify the analysis, and calculate the state of the enterprisebrand security, in order to prove the feasibility and practical significance of this evaluation method.According to this brand crisis warning evaluation method,this paperhopes to give Chinese companies some advises about brand early warning,and hopes for the industry and academia could give important amphasison crisis warning. Enterprises should prevent the crisis early, meanwhile,should give the emphasis on building internal ethics; focusing on theeconomy,at the same time, should play close attention on the brand trustto the customers. So at the end of this article, this paper hope for a brandcrisis warning related research could be continue.

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