In the ever-changing product stage, whether a product is a famous brand determines the success or failure of a product or even an enterprise. In the eyes of ordinary people, brand-name products must be deserved. Therefore, do everything possible to create famous brands and implement famous brand strategy. However, the unpredictable market determines that any well-known brand may encounter unexpected things. It is not news that a popular brand name is suddenly swallowed up and destroyed by the market. Well-known brands with a history of 100 years suddenly fell into a trough or even disappeared, which is nothing sensational ... The market is so cruel. Only a sound management mechanism can enterprises develop better, but not every enterprise will do so, because some enterprises have caused crises because there is no effective management mechanism. Its main performance is:

1, lack of monitoring system

Monitoring system is a good medicine for enterprise management. To use an inappropriate metaphor, an enterprise without a monitoring system is like a person who doesn't know how hungry he is. As soon as he saw something he could eat, he picked it up and stuffed it into his stomach, but he didn't know whether he was full or not, and he didn't know whether his stomach could hold up. There are only two results: one is that this person suffocated and the other is that this person is sick. For an enterprise, the implementation of the system, the work of employees and the decision-making of leaders should be monitored. If an enterprise does not have an effective monitoring system, the system is not properly implemented, and the work of employees and leaders deviates from the track, they will not be aware of it. Even if the crisis comes, they will not be alert in advance and carry out effective prevention and control.

2. The crisis management system is not perfect.

Crisis management system is the foundation of crisis management and the umbrella for enterprises to develop in a better direction. Whether it is sound or not has a great influence on enterprises. If it is not perfect, the enterprise will not prevent the crisis, nor will it effectively control it, let alone deal with the specific crisis. Due to the imperfect crisis management system, China Airlines in Taiwan Province Province suffered a serious air crash in 1980s, which caused considerable losses. The lack of brand-name crisis awareness of enterprises mainly includes:

1, arrogant

(1) I thought I was sitting on the throne of famous brands, and other products could not compete. Some enterprises think their products are famous brands, so they are not afraid of wolves in front and tigers behind. They don't take others seriously, and they are still fashionable. Boss: I am a famous brand. Who am I afraid of? Taking the crisis lightly makes them vulnerable as soon as they come into contact with it or smell its blood.

(2) The irresponsible pursuit of "famous brand" and the blind pursuit of "big" and "all" is an important reason for Zhengzhou's decline in Asia, which is to blindly pursue "big" to show "good" and deliberately create momentum. Even a small public relations activity, a small meeting, will use a lot of activity funds, resulting in a lot of funds being wasted unnecessarily.

(3) regardless of its overall economic benefits. Some enterprises, with their own brand-name products, should be rich to outsiders. As everyone knows, this is only a superficial phenomenon. The actual situation is empty, with a lot of loans and debts, leaving only an empty shell.

(4) The preferential policies of the state and the protection of the government have washed away the minds of leaders and employees of some famous brand enterprises. They are bloated, arrogant, get carried away and have no sense of crisis: even the policy gives me three points, not to mention you rotten mung beans and sesame seeds? From time to time, I think that my merits are complete, and I have reached the supreme state, so I can rest easy. Little did I know that a crisis was brewing.

(5) In pursuit of economic benefits, the "famous brand" was left behind, and the "famous brand" consciousness was lost ideologically. After the establishment of famous brands, some enterprises thought they had completed great tasks, only pursued economic benefits and forgot long-term interests, left famous brands behind, relaxed their vigilance against the crisis, and led to the general trend of famous brands.

2. Lack of early warning mechanism and supervision mechanism.

Due to the loss of vigilance against the crisis, enterprises generally did not establish early warning mechanism and supervision mechanism when marketing brand-name products, and did not effectively prevent and supervise the crisis. When the crisis comes quietly and the enterprise suddenly wakes up, the crisis has already happened.

3. Lack of emergency measures

Some enterprises are at a loss when they encounter a sudden crisis. The reason is that enterprises have not fully realized the suddenness of the crisis, or even formulated corresponding emergency plans, and have completely forgotten the truth that "everything is established in advance, and it will be abolished without advance". Famous brand products are favored by consumers because of their huge market share and high reputation. Naturally, it has become the first target of counterfeiters and counterfeiters, from Audi cars to razors, electric irons and instant noodles. All kinds of fake and shoddy goods flooded the market, trampling on every corner of the streets, and the severity was shocking.

Fakes are everywhere, and some counterfeit brand-name products pass through the border, which seriously affects the national reputation. Especially in recent years, a considerable number of products exported to Russia, Czechoslovakia, Southeast Asia and even Europe and America are counterfeit products, which not only makes local consumers suffer greatly, but also seriously affects the image and reputation of the country. In some countries, "Made in China" has become synonymous with inferior products.

It is worth mentioning that it is not only China people who make counterfeit brand-name products, but also some lawless elements in the world counterfeit our products. According to statistics, the number of counterfeit brand-name products in China has exceeded the export volume of "genuine products", and it often happens that foreign importers return to China to settle accounts with enterprises that produce brand-name products after importing inferior products.

The consequences of the impact of fake goods are heavy. According to some situations in the market, the author thinks that the main reasons why fake and shoddy goods flood the "famous products" market are as follows:

1, the product has low technical content and no effective anti-counterfeiting technology, so it is easy to be counterfeited.

2. In the process of product sales, there is a lack of communication between enterprises and consumers.

In real life, many consumers don't know how to distinguish the authenticity of products, don't know the index and content of the products they buy, and don't know the origin of the products. One of the reasons for this phenomenon is the lack of necessary communication between enterprises and consumers, and consumers don't know or know enough about enterprises and products.

3. The supervision mechanism is not perfect, and there is no effective supervision over counterfeiting, counterfeiting and the market. The quality problem of famous products is an important reason for the crisis of famous products. The main reason for this situation is that the leaders and employees of enterprises lack quality awareness and do not attach importance to the quality of products. For the quality problems of famous products, the author thinks that there are four main manifestations, namely: shoddy, short of weight, stealing the column, overstocked sales, expired and deteriorated products for profit. Below, we will explain them one by one:

1. Leaders and employees lack quality awareness.

In reality, many well-known brand manufacturers can't help feeling successful in the face of overwhelming orders and users rushing to the door. In the past, the management was fierce, the hard work of gritting one's teeth and grasping quality gradually faded, the famous brand defense line collapsed, the management was slack, the quality declined, and there was no ideal to pursue higher goals.

2, shoddy.

In order to pursue economic benefits, some enterprises produce poor-quality products, even inferior second-class, third-class or even defective products, which makes the original prosperity of enterprises gradually deserted and the famous brands destroyed. "Qin Chi" is a painful lesson.

3. Shortness of gold and beam

In order to pursue immediate interests, some enterprises ignore the creed of equal exchange, which leads to the image of products and even enterprises being greatly discounted in the hearts of consumers, the credibility being reduced and the front door being deserted.

Step 4 steal the beam and replace the column

Replace the column with a beam, the quality will change, and the taste will certainly be different. Because the columns were replaced by beams, many buildings could not stand the toss and fell down. Now many enterprises and businesses are playing this trick. A mineral water manufacturer finally established its own site in Zhengzhou market through the fiery marketing of marketing personnel in xia yang and a large amount of investment in advertising fees, and gained a certain reputation among consumers, but the good times did not last long. Not long after this scene happened, consumers gradually felt that the taste of water was different from before. A concerned consumer took some water samples to the relevant departments for testing, and the result surprised the consumer. The water for inspection is tap water! As soon as the news came out, many consumers demanded money back and refused to use this brand of mineral water again. The defection of consumers made the enterprise declare bankruptcy and withdraw from Zhengzhou mineral water market after half a month.

5. Selling overstocked, expired and deteriorated products.

Some enterprises or businesses ignore the interests of consumers and sell overstocked, outdated or even deteriorated brand-name products in the market, deceiving consumers and deceiving consumers. The consequence of this can only be death. Trademark is the symbol of commodity, the fundamental symbol and main capital of brand-name products. Because the enterprise trademark is not in place, the brand name is in crisis from time to time Its main performance is:

1. The trademark was not registered in time.

Ignoring the timely registration of brand-name products is the direct cause of a large number of brand-name trademarks being registered. Under the condition of market economy, brand competition has become the key to the success or failure of enterprises: losing a brand means losing a lot of intangible assets; Losing a well-known trademark means losing a big market; Losing a brand can make the enterprise die. Because of this, brand preemption among global enterprises has intensified.

Many products in our country have their own trademarks. After all aspects of publicity and efforts, products and even enterprises have certain influence and popularity in the eyes of the public. However, because the trademark was not registered in time, it was squatted and became the target of public criticism.

2. Failing to renew the trademark or the trademark in time.

China's Trademark Law stipulates that the validity period of a registered trademark is 10 years, and an application for trademark renewal shall be filed within six months before the expiration of the validity period. If no application is made during this period, a grace period of six months can be given. If you don't apply for renewal of registration after the grace period, the exclusive right to use the trademark will be lost. In real life, some enterprises ignore the renewal of famous brand trademarks, do not apply for renewal registration in time, or even do not apply for renewal because of their weak awareness of famous brands and weak legal concept. As a result, the famous brand they worked so hard to create was pre-registered by other enterprises or foreign companies, which was fleeting and fell into a sad and disabled situation of dilemma.

3, the domestic market, joint ventures, China for petty profits and ignore foreign trademark strategy.

Domestic manufacturers are greedy for a while and can't resist the temptation of low prices abroad. They opened another production line and changed the products. When the products developed into famous brands, foreign investors suddenly withdrew their capital, which caught domestic manufacturers off guard and plunged them into crisis.

4, brand-name production "twins"-similar to the erosion of trademarks.

However, there are a group of bold and cautious counterfeiters, who have policies on the top and countermeasures on the bottom, and make public fraud by climbing the dragon and attaching the phoenix.

Careful consumers can easily find that this kind of trademark is made by slightly modifying, evolving and changing the trademark pattern or text of similar products of a well-known brand, which gives people an illusion in vision and confuses the false with the true in publicity effect.

5. Permitting trademark transfer at will.

Trademark transfer must have certain procedures and steps, and be carried out and implemented one by one according to these procedures and steps. In addition, the transfer of trademarks should also have certain transfer conditions and deadlines. Never transfer a trademark at will, causing undue losses to the enterprise. The market is constantly changing, and people's consumption level and consumption concept are also constantly changing, which requires the brand-name products of enterprises to be constantly changing, constantly improving and innovating to adapt to the changes of the market and consumer groups. This is what Hu Shubu said. Only innovative famous products are truly famous products. On the contrary, famous products that are old-fashioned and can't keep up with the development and trend of the times will be abandoned and eliminated by the market one day. The reasons for the lack of product innovation are as follows:

1, the management concept is backward.

It is very important for enterprise decision makers to have the concept of innovative products. It is related to the market share of products and the development and rise and fall of enterprises. Due to the restriction of management concept, products cannot be innovated, which affects the development of enterprises from time to time. "My product is a famous brand, so I don't have to spend so much effort to innovate." "What's the use of brand-name products for this? Innovation is the business of small enterprises with poor sales and little reputation. We don't need this, wasting money and time. " Is this a fact? number

2. Lack of market research

Whether there is market research is one of the prerequisites for innovative products. Because there is no effective market research, no systematic understanding of consumer demand and market requirements, enterprises will not engage in product innovation. Products and enterprises that can't keep up with consumers, markets and international environment will be defeated sooner or later.

3. Lack of technical product development talents

Product innovation needs the development and efforts of technical talents, and the lack of technical talents is directly related to whether enterprises innovate products.

4. Capital investment is not in place (some enterprises spend a lot of money on advertising, but do not pay attention to improving products and innovating products-such as Qin Chi). The correct extension of brand is one of the important factors for enterprises to make better use of brand as an intangible asset for diversified development, but not every brand-name product can extend the brand correctly. Some enterprises attach too much importance to brand value and blindly extend their brands, leading to their own crisis. Improper extension of corporate brand includes:

1, cattle and horses have nothing to do.

Can the enterprises that produce pesticides produce mineral water? If someone asks you this question, you will definitely say no, because you will not drink mineral water produced by pesticide manufacturers.

2. Blind brand positioning

Whether the brand positioning is accurate or not is related to the actual interests of enterprises. Blind brand positioning is extremely unfavorable to the development of enterprises.

3, regardless of product and brand

Using the same brand for different products can reduce the cost of promoting products, which is understandable, but it also has shortcomings. Once one product has problems, other related products will also have problems, such as poor sales and cold reception, which will bring crisis to enterprises.

Regardless of the actual situation, it is useless to rush to build famous brands-castles in the air.

In order to create famous brands, some enterprises ignore their own situation, such as insufficient background and conditions. Enterprises spent a lot of advertising fees, and finally pushed their products to the throne of "famous brand", but in a short time, they abdicated and fell down for their own reasons.

The Role of Brand Crisis Enterprises need to establish brand crisis management awareness, formulate crisis risk management mechanism and comprehensively control possible crises. When a crisis occurs, minimize the impact of the crisis as much as possible, and even turn the crisis into an opportunity for positive publicity of enterprises.