Brand risk is an important challenge for brand managers. Brand risk refers to a potential hazard that can affect a brand's reputation and market position. Brand risk can come from internal and external factors, including product quality, service attitude, social events, legal proceedings and other factors. In order to maintain a brand's reputation and market position, brand managers need to conduct brand risk assessments and guard against potential risks. This article will introduce some practical tips and strategies through a real-life case study to enable brand managers to assess and prevent potential brand risks.
Real-world example: The brand risk event of three squirrels.
Three Squirrels is a Chinese snack brand that has won the love and trust of consumers with healthy, delicious and high-quality products. However, the three squirrels faced a brand risk event.
At the beginning of 2021, a social survey found that one of the three squirrels' snack contained a lot of glue, causing concern and unease among consumers. The incident caused an uproar on social networks, with many consumers expressing distrust and boycotting the three squirrels, and the brand's reputation was greatly damaged.
1.Assess brand risk.
Brand managers need to assess and develop brand risks and develop risk management measures accordingly.
First of all, the brand manager needs to have a comprehensive understanding and assessment of the brand risk and impact, including product quality, service attitude, social events, legal proceedings and other aspects.
Secondly, the brand manager needs to develop a corresponding brand risk management plan, including risk**, risk identification, risk classification, risk assessment, risk prevention, risk monitoring and other aspects.
Finally, brand managers need to continuously track and analyze the changes and development dynamics of brand risks, and flexibly adjust brand risk management strategies and measures.
2.Establish a brand reputation protection mechanism.
Brand managers need to establish a brand reputation protection mechanism to prevent and resolve brand risk events. The brand reputation protection mechanism includes the following aspects:
Establish rules and regulations for brand reputation protection, and standardize brand management and maintenance.
Introduce advanced brand crisis management technology and methods to respond to brand risk events in a timely manner.
Establish a brand reputation crisis management team to be responsible for the response and management of brand risk events.
Establish good communication channels and trust relationships with consumers and society, and respond to consumer needs and feedback in a timely manner.
Continuously improve the brand awareness and crisis awareness of employees and businessmen, and enhance teamwork and collaborative management.
3.Strengthen product quality management and service level.
Product quality and service levels are areas that brand managers need to focus on and strengthen. Brand managers need to establish a sound product quality and service level management system, including the following aspects:
Establish strict product quality management processes and standards, including raw material procurement, production and processing, packaging and transportation.
Strengthen the supervision and management of first-class merchants and partners to ensure product quality and safety.
Establish a sound after-sales service system to respond to consumer complaints and feedback in a timely manner.
Establish a sound customer management system, understand the needs and feedback of consumers, and make timely improvements and optimizations.
Improve the awareness of quality management and service level of employees, and strengthen staff training and assessment.
Conclusion. Brand risk is a challenge and risk that brand managers need to face, but it is also an opportunity and a boost to enhance brand competitiveness. By assessing brand risks, establishing brand reputation protection mechanisms, and strengthening product quality management and service levels, brand managers can effectively prevent and deal with potential brand risks, protect brand reputation and market position, and win the trust and support of consumers. However, it should be noted that brand managers need to constantly track and analyze the changes and development of brand risks, and flexibly adjust brand risk management strategies and measures to maintain the brand's competitiveness and market leadership.