贝纳通公司企业品牌形象修复研究

发布时间：2024-02-25 22:33

　　公司品牌形象等同于其个性。公司能够通过线上线下沟通塑造形象。具体而言,品牌必须向正确的目标受众明确传达其差异化因素和产品优势。品牌力图通过这些沟通举措图,打造一个能让目标消费者产生共鸣的“形象”。尽管公司可能会努力打造特定的形象,但最终的形象解释还是要根据消费者的理解。打造并维持良好的品牌形象是品牌成功和未来可持续发展的重要组成部分。公司在遭遇意外危机时,处理危机的方式与品牌遭受破坏的程度直接相关。换言之,如果公司很好地计划和执行危机沟通策略,消费者对品牌认知的负面影响将大大减少。因此,降低风险的预先机制在品牌未来的成功中起着重要作用。本文研究了Rana Plaza大楼地倒塌对意大利快时尚品牌“全彩的贝纳通(United Colors of Benetton)”,尤其是品牌形象的影响。研究通过两个主要问题——危机沟通策略不到位和非伦理商业行为,并基于理论得出两种潜在解决方案。首先,本文分析了负面影响程度与班尼顿使用的危机沟通策略的直接关系。本研究还表明,班尼顿在打造受消费者欢迎的品牌形象方面举措不足。因此,本文探索了利用负责任的环境和社会举措将品牌重新定位为“全球企业公民”的可能性。为...

【文章页数】：111 页

【学位级别】：硕士

【文章目录】：
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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