Brand carefully structured risk.docVIP

 PAGE \* MERGEFORMAT 3 Brand carefully structured risk To pull Shuanghui Breaking the lean event, it is not easy. This thing is simple in the good sense to not comment on, on this shit, the most appropriate attitude did not sit in the office, but fell into the cup wall, roaring, “You sister!.” Yes, you can comment on what it moral? System? Government responsibility? All points of view, in the past several years many of the same incident, has been said enough, you just on the word with “Shuanghui” replace what the key Words to the finished manuscript, the media and the public have long been caught in ugly fatigue. But put aside the grand perspective, to calm down the anger of the moral sense, we can brand and marketing from the point of view, get some meaningful revelation. Sanlu such as Shineway and bad business, the basic rule of law in any self-regulatory environment and the economy at least in business, can not be common, but the accident was the product business is a common phenomenon, and developed in the information age, local and a single issue can quickly zoom to the global. Japanese cars such as the recent recalls, Evian mineral water bacteria poisoning cases, SK-II quality incidents. This revelation which is the most SK-II events and Evian mineral water events. September 2006, SK-Ⅱ was 9 kinds of cosmetics, announced the General Administration of Quality found to contain banned substances chromium and neodymium (National Quality Administration in the matter of serious blunder in the suspected misconduct, the matter has nothing to do with this article because shall not be started. The news came out it caused an uproar, triggering panic and a return of consumer frenzy. Although the SK-II rapid and effective public relations crisis for praise, but can not stick to restore the official devastating blow. However, SK-Ⅱ disaster, and did not get involved parent company Procter amp; Gamble, P amp; G’s other brands such as Rejoice, Pantene, Safegu