Critically evaluate strategies for managing reputation

Reference no: EM133125858

MAR036-6 Brand Communication and Reputation Management - University of Bedfordshire

Assessment - Reflective Report

Learning outcome 1: Demonstrate the following knowledge and understanding:

Demonstrate a thorough understanding and broad knowledge of the function of marketing communications tools in integrated brand communication programmes by appreciating market segmentation and branding issues and by judging the effectiveness and outcome of their applications in both analogue and digital media.

Learning outcome 2: Demonstrate the following skills and abilities:
Analyse and critically evaluate strategies for managing reputation and demonstrate how the success of PR activities might be assessed individually and in the context of an overall marketing strategy.

On the basis of a brand case study you will be required to:

Question 1: Outlinehow each of the four campaigns below work for the various brands; what they are communicating and how this reinforces the brand). Also consider for each of the four, what the opportunities and challenges might be for extending this to a more integrated approach across other media. You should include reference to appropriate academic theory or frameworks and consider the impact on the brands from a reputational point of view (1,500 words).

The 4 marketing campaigns you should analyse:

SodaStream Earth Day campaign
A campaign by SodaStream using the sister of Facebook founder to reinforce the message; "Don't just share show you care" by using less plastic
Dove's reverse selfie
Thoughtful build on the ‘real beauty' campaign, looking at the pressure young girls experience through social media
Guinness
Welcoming back and helping out pubs with a £30m fund
Avatar of Prince; "the man he was destined to become"
Prince brought back to life virtually and imagines who he would have been at the age 30. The football prodigy is turned into a player in the Fifa 21 game, signed to his former club, Queens Park Rangers, with sponsorships from major brands including Adidas and JD Sports

Question 2: Use your insights and learnings from the 4 campaignsabove, to construct a set of guidelinesto inform similar brands in the future(1,000 words ) and this should include:
• How to embed a purpose based approach to their productethos, vision and service
• How to communicate this to audiences and stakeholders
• How to measure the desired consumer behaviour change with qualitative and quantitative insights
• Outline your measures of success for these approaches

• Demonstrate a coherent understanding of the main personal and external influences on consumer buyer behaviour and how it impacts marketing communications strategy.
• Evidence appropriate knowledge of positioning and branding strategies.
• Be able to evaluate the alternative communication tools and to identify the most appropriate in a given context.
• Indicate a critical understanding of the evaluation techniques available and their suitability to measuring specific marketing communications campaign objectives

Attachment:- Brand Communication and Reputation Management.rar

Reference no: EM133125858

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