公司品牌形象等同于其個(gè)性。公司能夠通過線上線下溝通塑造形象。具體而言,品牌必須向正確的目標(biāo)受眾明確傳達(dá)其差異化因素和產(chǎn)品優(yōu)勢(shì)。品牌力圖通過這些溝通舉措圖,打造一個(gè)能讓目標(biāo)消費(fèi)者產(chǎn)生共鳴的“形象”。盡管公司可能會(huì)努力打造特定的形象,但最終的形象解釋還是要根據(jù)消費(fèi)者的理解。打造并維持良好的品牌形象是品牌成功和未來可持續(xù)發(fā)展的重要組成部分。公司在遭遇意外危機(jī)時(shí),處理危機(jī)的方式與品牌遭受破壞的程度直接相關(guān)。換言之,如果公司很好地計(jì)劃和執(zhí)行危機(jī)溝通策略,消費(fèi)者對(duì)品牌認(rèn)知的負(fù)面影響將大大減少。因此,降低風(fēng)險(xiǎn)的預(yù)先機(jī)制在品牌未來的成功中起著重要作用。本文研究了Rana Plaza大樓地倒塌對(duì)意大利快時(shí)尚品牌“全彩的貝納通(United Colors of Benetton)”,尤其是品牌形象的影響。研究通過兩個(gè)主要問題——危機(jī)溝通策略不到位和非倫理商業(yè)行為,并基于理論得出兩種潛在解決方案。首先,本文分析了負(fù)面影響程度與班尼頓使用的危機(jī)溝通策略的直接關(guān)系。本研究還表明,班尼頓在打造受消費(fèi)者歡迎的品牌形象方面舉措不足。因此,本文探索了利用負(fù)責(zé)任的環(huán)境和社會(huì)舉措將品牌重新定位為“全球企業(yè)公民”的可能性。為...

【文章頁數(shù)】：111 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background,Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Literature Review on Similar Topics
        1.2.1 Social Media Crisis Communication Review
        1.2.2 Crisis Communication Review
        1.2.3 Image Repair Review
    1.3 Research Content and Questions
        1.3.1 Research Questions
        1.3.2 Research Content
        1.3.3 Structure of the thesis
    1.4 Research Methodology and Innovation
        1.4.1 Research Methodology
        1.4.2 Innovation
Chapter Two Theoretical Framework
    2.1 Social-mediated Crisis Communication Model& Situational Crisis Communication Theory
        2.1.1 Social-mediated Crisis Communication(SMCC)Model
        2.1.2 Situational Crisis Communication Theory
            2.1.2.1Deny
            2.1.2.2 Diminish
            2.1.2.3 Rebuild
            2.1.2.4 Reinforce
    2.2 Image Repair Theory and Discourse Renewal Theory
        2.2.1 Image Repair Theory
            2.2.1.1 Denial
            2.2.1.2 Evading responsibility
            2.2.1.3 Reducing offensiveness
            2.2.1.4 Corrective action
            2.2.1.5 Mortification
        2.2.2 Discourse Renewal Theory
            2.2.2.1 Learning
            2.2.2.2 Ethical Communication
            2.2.2.3 Prospective vs.Retrospective Vision
            2.2.2.4 Effective Organizational Rhetoric
    2.3 Global Corporate Citizenship Theory and Brand Equity Model
        2.3.1 Global Corporate Citizenship Theory
        2.3.2 Aaker's Brand Equity Model
Chapter Three United Colors of Benetton External Environment Analysis
    3.1 PESTEL
        3.1.1 Political Factors
            3.1.1.1 Political Stability
            3.1.1.2 Policy Stability
        3.1.2 Economic Factors
            3.1.2.1 Economic Development
            3.1.2.2 Inflation& Interest Rates
        3.1.3 Social Factors
            3.1.3.1 Changing Demographics
            3.1.3.2 Societal Values
        3.1.4 Technological Factors
            3.1.4.1 Social Media
            3.1.4.2 Product Lifecycles
        3.1.5 Environmental Factors
            3.1.5.1 Recycling& Renewable Technology
            3.1.5.2 Climate Change& Eco-Friendly Trends
        3.1.6 Legal Factors
            3.1.6.1 Employee/Consumer/Intellectual Property Protection Laws
    3.2 Competitors Analysis
        3.2.1 H&M
        3.2.2 Zara
        3.2.3 Uniqlo
        3.2.4 Mango
        3.2.5 Gap
    3.3 Conclusions
Chapter Four Challenges Faced by Benetton During the Crisis
    4.1 Introduction of the brand
        4.1.1 Benetton's Brand Image/Marketing History
        4.1.2 Overview of Yearly Financials
    4.3 Key Challenges/Issues/Problems
        4.3.1 Poor Crisis Communication Strategies(SCCT)
            4.3.1.1 Analysis of Rana Plaza Crisis Communication Strategy
        4.3.2 Unethical Business Practices(Corporate Citizenship Theory)
            4.3.2.1 Effects of Rana Plaza Tragedy on Brand Image
            4.3.2.2 Consistently Losing Economic Value
Chapter Five Solution Suggestion
    5.1 Development of an Effective Crisis Communication Strategy for the Future
        5.1.1 Social-Mediated Crisis Communication Strategy(SMCC Model)
            5.1.1.1 Before the Crisis
            5.1.1.2 During the Crisis
            5.1.1.3 After the Crisis
        5.1.2 Discourse Renewal Strategy(Discourse Renewal Theory)
            5.1.2.1 Learning
            5.1.2.2 Ethical Communication
            5.1.2.3 Prospective vs.Retrospective Vision
            5.1.2.4 Effective Organizational Rhetoric
        5.1.3 Conclusions
    5.2 Reposition the Brand as Global Corporate Citizen(Corporate Citizenship Theory)
        5.2.1 Social Initiatives
            5.2.1.1 Transparent& Ethical Supply Chain
            5.2.1.2 Offer Jobs to Refugees
        5.2.2 Environmental Initiative
            5.2.2.1 Use of100%Organic Materials in Pilot Line
        5.2.3 Sustainability Marketing as Competitive Advantage
        5.2.4 Supporting Data
    5.3 Development of a Brand Equity Plan(D.A.Aker Model)
        5.3.1 Brand Loyalty
        5.3.2 Brand Awareness
        5.3.3 Perceived Quality
        5.3.4 Brand Associations
        5.3.5 Competitive Advantage
Chapter Six Implementation of Improvement Plans/Methods in the Company
    6.1 Implementation of Improvement Plans/Methods
        6.1.1 Management support
        6.1.2 Financial support and resources
        6.1.3 Marketing support
        6.1.4 Material resource support
        6.1.5 Human Resource support
    6.2 Analysis of the Implementation Results(or estimated outcomes)
Chapter Seven Conclusion
    7.1 Conclusion
    7.2 Research Limitations
    7.3 Direction for Further Research
References
Appendix



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