Brand Restoration Mechanisms for Multinational Enterprises from the Perspective of Crisis Communication and Implications for Business Education

Abstract

Under the dual background of globalization and social media, transnational enterprises' public opinion crises have become normalized and cross-cultural. Based on crisis communication theory, this paper explores the formation mechanism and evolution path of brand crises, constructs a brand repair mechanism in cross-cultural contexts, and finds that effective crisis communication can reduce brand damage and accelerate trust reconstruction. The research proposes synergistic brand repair from the dimensions of information response, emotional communication, responsibility fulfillment, and value identification, and integrates crisis communication and cross-cultural communication into business education to optimize curriculum structure, strengthen practical teaching, and cultivate composite business talents adapted to global competition.