Image Repair in a Chinese Brand identity Crisis: Will the Real Herbal Tea Company Please Stand Up?

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Crises are viewed as a threat to organizational reputation and brand (Coombs, 2007a; Jin & Cameron, 2007) and the consequences of crises can jeopardize a whole corporation (Pearson & Mitroff, 1993). Almost all crises emanate from triggering events and they often occur because organizations fail to engage in issue management ( Jordan-Meier, 2011) or they ignore the warning signs of a crisis. For many corporations, crises have the potential to lead to near or actual bankruptcy (Mitroff, Shrivastava & Udwadia, 1987). While many scholars categorize crises as chronic or unexpected, Jordan-Meier (2011) claimed that 75% of all crises could be described as “smoldering,” lurking in the background, and ready to ignite if conditions are right.