Brand relationship: A new perspective on brand crisis management

Based on the nature of brand relationship, it´s a new perspective on brand crisis management to explore what kind of impacts the interactive relationship between consumers and brands would have on brand crisis. From the perspective of brand relationship, this paper defines brand as a state of the severe distortion and even temporary or permanent dissolution of brand relationship caused by widely spread negative incidents and puts forward an idea that brand crisis is a dynamic and evolutionary process which may be divided into three circulating phases: latency, outbreak and recovery. Brand relationship quality (BRQ) may be evaluated to judge which phase brand crisis is in, thus helping corporations accurately identify brand crisis, scientifically prevent and cope with crisis, better learn about crisis, and reduce the losses to the lowest.