An Application of FMEA to Brand Safety Management System

FMEA(Failure Mode and Effect Analysis)is used to analyze risk of products in a system.When FMEA is used in brand safety management system,the safety of brand structure and brand function should be distinguished,thus brand structure can be taken as one observation object of failure mode and brand function as another observation object of failure effect.According to the idea of FMEA management,one cause and its failure mode is defined as ONE failure mode, so the probability of this cause occurrence,the probability of this cause leading to failure mode occurrence,and the effect of the failure mode are corresponding to the failure mode's Occurrence, Detection,and Severity.Then a FMEA table and management procedure can be established and also carried out by brand managers for managing brand safety.