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Article Information:
Explore Brand Crisis Management Strategy of Food Industry from KFC
Ming Hu
Corresponding Author: Ming Hu
Submitted: October 29, 2014
Accepted: December 27, 2014
Published: May 05, 2015 |
Abstract:
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Food companies present the variety, quantity and characteristics of all sizes in the development of the market. When consumers choose the food company, the difference is big, but the brand image is the core factor of the food enterprises to gain advantages in competition. In the brand crisis, how to carry out the brand crisis management is very important for food industry. In this study, by KFC occurred two big events that “Sudan” event and “seckill scandal” event, using the method of case analysis method and brainstorming method to analysis that the KFC, the successes and failures of such large-scale enterprise in dealing with such a brand crisis and hope that the companies similar to the KFC food enterprises can use some strategies to get out of their own brand crisis. Finally, based on the whole food enterprises, learning from the KFC brand crisis management, we put forward some countermeasures of food enterprise brand crisis management.
Key words: Brand reputation, consumer, food industry, KFC, , ,
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Cite this Reference:
Ming Hu, . Explore Brand Crisis Management Strategy of Food Industry from KFC. Advance Journal of Food Science and Technology, (1): 52-58.
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ISSN (Online): 2042-4876
ISSN (Print): 2042-4868 |
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