Brand communications in anti-crisis management: theoretical aspects and practical experience of foreign companies

A crisis is a natural phenomenon in a market economy. It is characteristic of any social entities, such as: enterprises, state and public organizations, etc. Our focus in this study will be on business structures. It is clear that market economic conditions do not guarantee a successful outcome for a business, when its potential does not meet today's requirements, is not able to constantly transform, adapt to changes, respond in time to external and internal challenges. The negative impact of a set of exogenous and endogenous factors, which does not meet adequate management resistance in the form of effective management measures, leads to crises of various types and scales in business structures. World science and practice have developed significant work on the transformation of management methods in crisis conditions and tools for overcoming crisis phenomena in various areas of activity. In this study, we will focus on the issue of the importance of conducting an effective communication policy in business structures in crisis conditions. The article examines the theoretical and practical aspects of the use of communication technologies in crisis management. Essential and structural characteristics of anti-crisis management and possible causes of crisis situations at enterprises are considered. The main features, requirements for the use of communication technologies in crisis conditions and possible errors in their application are defined. The study of the concept of "brand communication" was carried out, attention was focused on the social component of the brand and its influence on the motivation and behavior of the target audience, brand communicators and their role in brand communication were defined. The need to develop a plan for managing crisis communications in conditions of uncertainty is substantiated. The practical experience of successful and unsuccessful use of brand communications by international companies is studied. Conclusions were made regarding the most important requirements for the content of information used in communications with all stakeholders to preserve the image of companies and their future successful development.