A Study on Brand Image Maintenance and Adjustment Strategies in Crisis Public Relations Situations

Tongyu Wang

2025

Abstract

How to adjust brand image in the context of crisis public relations is a hot issue that every enterprise is concerned about. Some researchers have found that effective public sentiment monitoring and crisis contingency plans have a significant impact on brand image. However, the underlying crisis response strategies still lack analysis and summarization. Therefore, this paper mainly focuses on the important roles of response speed, attitude, and methods when enterprises face public crises. In addition, enterprises should also take preventive measures against crises in advance, and do a good job in public sentiment monitoring and control to nip potential problems in the bud. This study analyzes the crisis cases of Pangdonglai and Yuanji Yunjiao, using brand image as the entry point to briefly explore the issues of brand image adjustment and maintenance for enterprises facing the dual pressures of crisis public relations and public sentiment attacks.

Paper Citation

in Harvard Style

Wang T. (2025). A Study on Brand Image Maintenance and Adjustment Strategies in Crisis Public Relations Situations. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 712-717. DOI: 10.5220/0014002300004916

in Bibtex Style

@conference{prmc25,
author={Tongyu Wang},
title={A Study on Brand Image Maintenance and Adjustment Strategies in Crisis Public Relations Situations},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={712-717},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014002300004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - A Study on Brand Image Maintenance and Adjustment Strategies in Crisis Public Relations Situations
SN - 978-989-758-778-8
AU - Wang T.
PY - 2025
SP - 712
EP - 717
DO - 10.5220/0014002300004916
PB - SciTePress