Abstract

Food companies present the variety, quantity and characteristics of all sizes in the development of the market. When consumers choose the food company, the difference is big, but the brand image is the core factor of the food enterprises to gain advantages in competition. In the brand crisis, how to carry out the brand crisis management is very important for food industry. In this study, by KFC occurred two big events that “Sudan” event and “seckill scandal” event, using the method of case analysis method and brainstorming method to analysis that the KFC, the successes and failures of such large-scale enterprise in dealing with such a brand crisis and hope that the companies similar to the KFC food enterprises can use some strategies to get out of their own brand crisis. Finally, based on the whole food enterprises, learning from the KFC brand crisis management, we put forward some countermeasures of food enterprise brand crisis management.

Keywords:

Brand reputation, consumer, food industry, KFC,

References

1. Bajona, C. and T.S. Chu, 2010. Reforming state owned enterprises in China: Effects of WTO accession. Rev. Econ. Dynam., 13(4): 800-823.
   CrossRef    
2. Chen, R.L., 2013. Brand crisis management mechanism- taking dairy industry as an example. Bus. Res., 4(7): 69-71.
   
3. Li, Y., 2014a. Survey and analysis on accounting supervision of state-owned agricultural enterprises in chongqing. Adv. J. Food Sci. Technol., 6(6): 721-727.
   
4. Li, Z.J., 2014b. Public crisis communication Countermeasures in new time-inspiration from "Malaysia Airlines MH370 aircraft lost contact incident". J. Hulunbeier Coll., 3(3): 21-44.
   CrossRef    
5. Ma, J. and X.Q. Zhan, 2014. Lean cost management analysis on food processing enterprise. Adv. J. Food Sci. Technol., 6(6): 715-720.
   
6. Qing, P. and X.K. Zhu, 2013. Analysis of spillover effect of product harm crisis of competitive brands-an example of agricultural products. China Rural Econ., 2: 13-22.
   
7. Song, F. and M.X. Wang, 2014. Build brand crisis early warning mechanism path. Enterp. Reform Manage., 2(13): 2.
   
8. Xue, K. and C.Z. Yang, 2014. Effects of attributional cognitive and risk preference on purchase intention in brand crisis. Manage. Res., 11: 108-113.
   
9. Zhu, Y.Y., 2013. Strategies on accelerating agricultural modernization-taking Tong Nan County as an example. Adv. J. Food Sci. Technol., 5(9): 1132-1138.
   CrossRef    

Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.