Özet:

In the period of crisis, if there is no effective communication with the target audience and the crisis is not well managed, a negative perception of the corporate brand is formed and the reputation of the institution can be stumbled. Therefore, it is very important to manage crises in a way that is the least harmful to the corporate brand. For this, in times of crisis, corporate brands need to communicate quickly with the target audience and send them convincing and informative messages.  In the framework of the study, in the reputation crisis of the brand "Pınar" operating in the food sector in 2017, a comprehensive one-situation model of quality research methods has been used to identify how the brand performed the crisis communication. The reputation of the Crisis Coombs is approaching in terms of repair strategies. As a result, it was shown a support and repair approach by the institution. It has been found that the institution manages communication with a constructive speech by staying away from an aggressive and guilty language.

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