Brand Communication and Reputation Management

This document discusses the importance of brand alignment with societal issues and its positive effects on society. It explores case studies of Puma and Reebok and their brand activism strategies. The document also explains the VUCA model and its application in brand communication and reputation management.

Brand Communication
and Reputation
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Should brand align with issue in order to influence society in positive manner.........................3
Brand alliance with issues and its positive effects on society.....................................................4
A set guidelines for effectively brand activism in context of contemporary media and social
content..........................................................................................................................................9
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing communication tools is the process which help the company to generate the
awareness in the market and increase the sales. Marketing tool is diversified program which is
used to communicate their audience efficiently. These tools are done through Advertisement and
sales promotion, social media, direct mail, email marketing and newsletter, trade shows and
webinar to reach new customer and new market. This report shows How's the Puma solve
society issue and influence positivity way throughput social, political, community,
environmental, equality in all and internals of company. Puma have been launched the Theme
which focuses on the issue and which is solved by the Puma. While also shows some models
which are followed by the company and how they maintain the Public relation and some issued
faced by company through society.
MAIN BODY.
Should brand align with issue in order to influence society in positive manner
Paid owned earned model
It refers to a framework for organising and executing marketing function in every
organisation. Owned media means where one create his own media and also control the same
like blog of the company, channel created on You tube, creating one's own page on Facebook.
Such media can be used for without any payment (Golan, Manor and Arceneaux, 2019). Earned
media refers to those statements made by public, press or even customers which are helpful for
building brand reputation. Such statements are known as word of mouth voluntarily produced by
anyone like customers and public about the brand. Paid media as the name suggests refers to the
paid advertisements on other's website and through third party sources. As every brand operates
in a society and they have a very important role to play in influencing society along with
addressing various issues that arises in a society it operates (Mattke, Müller and Maier, 2019).
This model of media framework that every brand implements in marketing its brand can play an
important role in the society for addressing its various issues related to governance,
environmental, community and equality. Here we will talk about two brands that is Puma and
Reebok where both of these companies uses different media for marketing its products. Like in
case of Puma who uses multi- social networking sites such as twitter, Facebook, you tube,
Instagram and many others too (Thornhill, Xie and Lee, 2017). Puma campaigns are useful for it
where it drives its large customer engagement through such social network pages. It has been

evaluated that Puma has a strategy of utilising owned media where they can drive their large
customer base without making payment for every successive communication to its customers.
They have created high level of social standards for its suppliers and other supporting partners
for addressing various society related issues. And the same has positively impacted communities
across Puma's presence. They have particularly taken care of human rights across its operations.
They have complied with various social standards by following United Nations goals towards
sustainable development (Gray, 2019). These goals include good health and well being, equality
among gender and inequalities and the same has been achieved by them through creating
symbols on its footwear and clothing related to such goals. Secondly we will talk about Reebok
who is also in the same sector as Puma, that is Footwear and clothing sector. Reebok utilises
both paid and owned media for marketing its brand. Paid media includes advertisements in
newspaper, television and bill boards. Owned media include social media marketing and online
advertising through its websites (Darnell, Field and Kidd, 2019). They have special focus on
women's fitness market and are trying to establish themselves in particularly this segment of the
society. This indicates that they are playing an important role in enhancing role of women in the
society which is a positive move of Reebok in addressing issues related to women in society. But
the benefit that Puma obtains out of social activism has never been obtained by Puma as it
recognises the concept of social activism later and till that time Puma has already established
itself as social player in the market.
Brand alliance with issues and its positive effects on society
Brands being aligned to societal issues is a way of bringing improvement and positive changes in
many aspects concerning the society and environment. Here is the case when an activated brand
and non activated brand of Puma and Reebok combine to deal with society issues. The horizon
scanning method helps in realising and dealing with future issues. Horizon scanning is a
technique for detecting signs of potential developments through a system of gauging potential
opportunities and threats. It uses technology to assess the upcoming issues and their effects and
how to reduce their effects on the organisation. It finds out the unexpected issues and problems
prevalent as of date and solving them.
Horizon Scanning
Speaking of PUMA regarding the social aspect, the company has been following social
compliance program dating to 1999 and has been in partnership with Fair Labour Association.

The company has collaborated in audits to increase the shared percentage of shared audits with
other companies of Puma suppliers. This has resulted in reduction of costs and resources and
maximize efficiency of monitoring the collective supply chain in the industry (LaLone and et.al.,
2017).
Speaking of equality aspect, PUMA has started an initiative named as 'REFORM' in
which people working for gender equality will be rewarded by the institution. In America, the
biased approach towards colour of the people has resulted as a negative effect on the community.
Sports personalities had revolted against this approach and are working for social equality and
justice towards the community. PUMA has selected Captains who will be spearheading the
initiative in three sects namely criminal justice reforms, gender equality and universal equality.
The company has partnered with an entertainment company Roc Nation, to spread the message
of the program through live and social engagement (Rowe, Wright and Derbyshire, 2017).
Regarding Environmental aspect, PUMA has started a science-based greenhouse gas
emission target. Puma has vowed to reduce its carbon emissions by 35% and emissions of supply
chain by 60% relative to sales between 2017 and 2030.They have partnered with industry peers
and the United nations to develop the charter on climate action. Company has also started
maintaining an Environmental Profit and loss account to check on the progress of their initiative.
Talking of Internal issues, PUMA has been a signatory of UN Global Compact to uphold
the ten global impact principles in operations and supply chain. The commitment involves
fighting corruption. Puma has also added ethical business practices to the PUMA code of
conduct. PUMA has ensured that all factories implement anti-corruption measures of its supply
chain like conducting regular training to raise awareness on anti-corruption, conducting anti
bribery and corruption risk assessment. The motive is also to build an anti-corruption policy and
implement a whistle-blowing mechanism. This makes the company's image as catering to the
customers and the employees.
Talking of Corporate governance, the company has taken initiatives like road safety
awareness, environment conservation measures like introducing recycling bins. Company has
started initiative programme to support children's education also. This has a positive impact on
the investors also (LaLone and et.al., 2017).
As speaking of Reebok, the social concerns taken by it had been laid foundation in

1999 with its collaboration with Mattel and Levi Strauss which teamed up for 21 human rights,
for fair trade and also social investment groups to endorse principles for corporations. Reebok
attempts to address issues like use of forced labour, child labours, inadequate wages etc. This
shows a concern for social evils present in the society of the company and also towards the work
force.
Speaking of equality, Reebok has raised issues like gender inequality being prevalent in
society and the need for empowering women to come at par with men in work force and thus
addressing the issues woman may face at corporations. Reebok gives equal opportunities for
women to grow their careers in the organisation thus giving a message to the community for
women empowerment. Reebok also believes in promoting women as top executives in business
administration. Reebok has also stood for equal rights for all communities (Rowe, Wright and
Derbyshire, 2017).
Regarding environment issues,the company has gone for plant based shoes. The first
release comprising of organic material was launched made up of eucalyptus, algae and castor
beans and it is a running based shoe. It has started a new trend in market in which petroleum
based products can also be given a substitute in this new segment. The firm has partnered with
Du Pont Tate and Lyle Bio products to make the eco-friendly shoes. Such type of initiative is
also given encouragement by the government and also helps corporations in reduction of carbon
print by getting sustainability in view. Reebok has also installed environment friendly carpeting
at various places using solar power which is also encouraged by government for a clean energy
initiative.
Talking of Corporate Social Responsibility issues, Reebok has started Human Rights
student advocate program in which there is participation of high school students and Reebok
employees in working for the human rights. Reebok have their own share of charity and
donations for under privileged and has sponsored campaigns for the same. Reebok has started a
youth program known as Reebok Recognition Program which focuses on bringing out the full
potential and helping them in finding opportunities (Hines and et.al., 2018).
Talking of internal issues, Reebok has been doing its bit by decentralising its
management system and listening to the employee grievances and addressing them. It has been
vocal in employees getting the remuneration they deserve and has also raised these issues at

social functions. Reebok has its own set of team management solving issues with employees and
it also tries to solve the issues with suppliers at the earliest.
VUCA model
VUCA means volatility, uncertainty, complexity and ambiguity or it illustrate four
distinct type of challenges that are faced by company due to four distinct types of responses.
Thus, it focused on make use of different approaches in order to handle challenges situation so
that end outcome can be gained.
Complexity: This factors of VUCA states that multiple factors must be considered by company
while incorporating social activism so that it can attained its objectives in limited time frame. For
examples: Puma while operating its function in different parts of country have to ensure several
factors as external environment is dynamic in nature. Therefore, Puma by understanding key
issue that are present in external environment where it operate its business has tried to grow and
expand its businesses ( “PUMA’s Brand Activism: Universal Equality, Gender Equality, and
Criminal Justice Reform” – Christian Sarkar and Philip Kotler, 2019). Like it has understand that
people are facing issue of injustice and inequality that resulted Puma to incorporate or launch a
campaign so that it can bring changes in society and enhance its market share. Reebok has taken
steps towards social activism too some extend but they were not much fruitful as it has not lead
in increasement of sales volume, profitability and market share of firm as compared to Puma.
Volatility: It is elements focused on propensity for changing from one state to another
continuously, they may be dangerous condition. It specific about unexpected change which
occurred for unknown duration which can be easily understand through knowledge. In content of
Puma, company have reform its campaign with current trend by commitment to equality. It has
lead team reform of people that are interested or belief that progress toward universal equality
need to be made so that all have equal chance to participate. Therefore, the steps that are taken
by Puma towards authentic are standing for social justice as there are still there are various
countries which are suffering the issue of inequality (Heine and et.al., 2018). Universal equality,
criminal justice reform and gender equality are specific areas which are part of authentic brand
activism that are taken by Puma in order to expand and grow its brand image. On the other hand,
Reebok is another company that has stand for racial injustice so that people in the society can

easily enjoy their lifestyles. So, both the company has make continuous changes in order to bring
improvement in society for benefits of several individuals residing in society.
Uncertainty: It is step in model which state that it is difficult for manager to forecast future as it
is quite uncertainty or ever-changing in nature. There are numerous factors in external
environment which keeps on changing such as policies, technology, needs of customers and
economic condition (Mete and Davies, 2017). Puma marketing manager through continuously
conducting survey or market analysis has tried to forecast uncertainty so that effectively
strategies can be formulated for growth and benefits of organisation. Like it has tried to follow
all legal, rules and regulation while operating its business so that improvement in society can be
made and customers are more happy and satisfied to work with company. On contrary, Reebok
has make several efforts to adapt its strategy as per uncertain events but it has not helpful in
brining some changes in society and growth of businesses.
Ambiguity: It illustrate that information is not much clear and straightforward therefore manager
draw a variety of conclusion in order to decided key strategies that could be useful in resolving
issue which can positively impact on society. For example: Sport brand of Puma has launched
reform that will provide platform to activism from world of music, entertainment and sports in
supporting the championing cases. Thus, it will contribute in resolving key issue such as criminal
justice reform and universal equality so that new social change can be bring for benefits of
people (Veloutsou and Delgado-Ballester, 2018). There were several benefits which has been
gained by puma through taking steps toward social activism such as doing right thing matter a lot
for consumers so it has helped company in maintaining customers loyalty for longer time frame.
Furthermore, it contribute in employees engagement of Puma as they are happy and satisfied that
company is taking steps towards uplifting society so that they can live more better lifestyles. At
last it can be stated that brand activism has helped in adding important meaning to brand as
people get aware about the Puma and its objectives. On the other hand, Reebok is not able to get
all such benefits therefore manager needs to spend more time and effort for brand activism so
that better outcome can be gained.
Brand relevance
It is terms which indicate long term success of businesses as it clearly means that people
rely or trust on performance of brand thereby motivated to be its part in long run. Puma and
Reebok are two brand that has continuously put efforts in order to develop brand relevance so

that more and more customers are retained in the organisation for more years (Baumgarth, 2018).
Resonance, responsiveness, reinvention and real are two criteria of brand relevance which could
be explained in context of both brand i.e., Puma and Reebok such as:
Resonance: Company in order to retained maximum number of customers needs to formulate
effective strategies to conduct continuous market survey in order to effectively understand
customers preferences. So, it has to create things which could be fruitful in meeting expectancy
of customers like Puma by launching social injustice campaign has take steps toward one of the
key issue faced by people.
Responsiveness: The way company quickly and effectively reacted to particular situation such
as puma by knowing that people are suffering from inequality issue and racial injustice has
quickly decided to take steps.
Reinvention: Enterprise in order to sustain continuously innovate its product or services so that
customers wants can be fulfilled beyond their expectancy level (Yakimova and et.al., 2017).
Both puma and Reebok has always find new and new method to retained customers and enhance
profitability.
Real: Puma in real has find out key issue which has been suffered by people living of society
like injustice and social equality. Therefore by understanding key issue company have tried to
make improvement in society for well-being and happiness of individual.
So, overall this model has clearly stated that company is able to create it strong brand image and
competitive positioning through meeting needs of customers.
A set guidelines for effectively brand activism in context of contemporary media and social
content
There are few guidelines which companies needs to adhere in order to engage more and
more people in brand activism through contemporary media and social content. As social media
is a best platform to share information with with range of people that are living in society about
the way company will positive contribute to social issue. Therefore, several steps that has to be
followed by several brands in order to attract more and more customers or get maximum benefits
can be illustrated as:
Driving brand activism from within: The first and foremost guidelines for brand activism in
contemporary and social media is that it must be authentic to counter consumer or motivate them
to belief the same. It is not just marketing and PR department' job but more than that as mobilise

employees as it would be true voice of brand activism (Barros and et.al., 2020). So, companies
like Puma through discussion among employee's about the topic or issue that it care so that it can
easily contribute toward social activism. Therefore, it can be stated that proactively listening to
voice of employees helps in effectively brand activism through contemporary and social media.
To CEO or not to CEO: It is second guideline which need to be followed by company while
promoting brand activism so that people can be aware about the way it is contributing in
resolving key issue. CEO is a face of brand activism therefore it must have accurate knowledge
about issue rather than communicating information written by PR department to several
individuals. So, that they can be aware of the social change that Puma or any other brand wants
to bring in order to improve condition of society.
Building brand activism with loyalty: There are few things that need to be considered by
company while promoting brand activism in order to cater more and more individual in the
organisation. Such as:
Communicate reasons behind the brand activism: It means that consumer should be
communicated about reason behind brand activism. Such as Puma needs to aware people about
the reason behind taking steps towards launching an campaign to eradicate social injustice and
promote equality so that each individuals have equal chance to participate.
Ethical standard: It is also one of the guidelines which has to be followed while promoting
through contemporary and social media. Such as company needs to follow all ethical value,
standard and belief so that no harm or negative impact can be caused to other individuals in any
circumstances (Black and Veloutsou, 2017). Raising satisfaction, taking steps to build trust will
helps in development of strong brand image and customers loyalty of organisation.
CONCLUSION
This report concludes that the Puma have been using the most effective communication
skills for branding and connecting to their customers. The Public relation have been maintained
very efficiently by the Puma team. While there are some scale of challenges which was faced by
Puma in the society which are due to good governance which brings the frustration increases and
challenge international environment. Government fluctuates with the change sovereignty,
responsibility where the international companies being challenge. Globalization increases the
better share and brings new opportunities but also bring competition. Puma competitor like
Reebok is one of the main competitor which is also dealing in sports industry and the market

share of Puma is still less compare to other and loyal customers are very hard to maintain in the
rivalry market. These are some challenges which are faced by Puma to their competitor with
Reebok in the market.
Puma also have been done many activities like Puma is now endorsing the basketball
player and return in basketball market with strong competition with Nike and Reebok. Puma is
focused on smart marketing techniques by offering desirable products with the effective price to
customer, price discounting on products to increase the sales of company which affect margin
and increase the profitability of Puma. They also use sensible expansion strategy where they
have been open not many stores in the country unnecessary while the Reebok have been hit in
previous year when many of their stores are been shutdown. Puma focus on running shoes where
audience are been more interested in healthy activities and retails store directly owned by
company is the focus. Puma pushes their boundaries through endorsing women and encouraging
women power in the country. This lead to more women motivation to remain fit and healthy
lifestyle.
Puma have been taken some risk as there are many competitors which are already
existing in the markets with many years which can cause lot of investment risk and research and
development to been in the market effectively and capture the market from their competitor.
While Puma have been taken many risks to invest in those countries where the economy is not
stable and fluctuate which can affect the profit margin of company. They need to be satisfied
their audience by fulfil what they want and ensuring the quality which can be considerer by
customer compare top their competitor. Main factor have been the price of the product where
every country have different economic condition and can be fluctuated the profit margin of
company.
The impact on the company results in increase in sales and profits due to smarty
marketing by the company. Sales have been increase gradually year by year and competing in the
market and which increase the market share of Puma. As Puma have been initiate the healthy
lifestyle of women which increase the social issue to solved and m motivate many other to
follow the healthy lifestyle. Due to low price factor of company, profit have been increased and
more efforts are been made on marketing of product by various techniques and model used by
Puma. This Puma hit the market hard where the competition have been increased and other
company suffer due their high prices of product and profit margin.

The measurable results of Puma are in sales and profits where the sale have increased in
gradually in whole market due to their low price and smart marketing efforts which are used by
them and comparing to Reebok, Puma have been very rapidly increase their market share. While
the stores have been increased slowly when the need is arisen in the area and Puma also engage
in social activities which help them gain loyal customer and increase the brand value whereas,
Reebok have been not success in their social activities and results in failure of building the brand
name and loyal customers. Puma measure the overall results in very great manner where they
have been successfully run the social campaign and activities and Reebok have faced many
challenges in their way to get success.
Puma have been an inspiring story as they already have established late in market where
other brands like Nike and Reebok have been already captured their market share in sports
industry and successfully running their business with good profitable. Whereas, the puma have
been start the race lately which give many challenges in their way. Puma have been using
strategies like smart marketing and paid own earned models where they have using effectively in
the market. Puma also involve in social and environmental activities where they raise main
problems and start initiate to solve that problems. This brings the brand awareness and loyal
customer towards the company and help to stablish in market. However, Reebok have also used
some social activities which did not results effectively to company and fail to gain the trust of
audience and market. Puma have been using the price effective policy to remain the price low for
all audience which affect the Other competitor like Reebok to reduce their price and margin for
the audience.

REFERENCES
Books and journals
Barros, T and et.al., 2020. The Impact of Brand Relationships on Corporate Brand Identity and
Reputation—An Integrative Model. Journal of Risk and Financial Management, 13(6).
p.133.
Baumgarth, C., 2018. Brand management and the world of the arts: collaboration, co-operation,
co-creation, and inspiration. Journal of Product & Brand Management.
Black, I. and Veloutsou, C., 2017. Working consumers: Co-creation of brand identity, consumer
identity and brand community identity. Journal of Business Research, 70. pp.416-429.
Darnell, S. C., Field, R. and Kidd, B., 2019. Corporations, Charities, and Celebrities: SDP in the
Era of Corporate Social Responsibility. In The History and Politics of Sport-for-
Development (pp. 275-294). Palgrave Macmillan, London.
Golan, G. J., Manor, I. and Arceneaux, P., 2019. Mediated public diplomacy redefined: foreign
stakeholder engagement via paid, earned, shared, and owned media. American
Behavioral Scientist. 63(12). pp.1665-1683.
Gray, A. A., 2019. Brands Take a Stand for Good: The Effect of Brand Activism on Social
Media Engagement.
Heine, K and et.al., 2018. Personality-driven luxury brand management. Journal of Brand
Management, 25(5). pp.474-487.
Hines, A. and et.al., 2018. Setting up a horizon scanning system: A US federal agency
example. World Futures Review. 10(2). pp.136-151.
LaLone, C.A. and et.al., 2017. Advancing the adverse outcome pathway framework—An
international horizon scanning approach. Environmental toxicology and chemistry. 36(6).
pp.1411-1421.
Mattke, J., Müller, L. and Maier, C., 2019, September. Paid, Owned and Earned Media: A
Qualitative Comparative Analysis Revealing Attributes Influencing Consumer's Brand
Attitude in Social Media. In Proceedings of the 52nd Hawaii International Conference
on System Sciences DOI. (Vol. 10).
Mete, M. and Davies, G., 2017, October. A comparative study on brand image measurements.
In Global Conference on Services Management (GLOSERV 2017) (Vol. 10, p. 291).

Rowe, E., Wright, G. and Derbyshire, J., 2017. Enhancing horizon scanning by utilizing pre-
developed scenarios: Analysis of current practice and specification of a process
improvement to aid the identification of important ‘weak signals’. Technological
Forecasting and Social Change. 125. pp.224-235.
Seymour, C.L. and et.al., 2020. Horizon scanning for South African biodiversity: A need for
social engagement as well as science. Ambio. 49(6). pp.1211-1221.
Thornhill, M., Xie, K. and Lee, Y. J., 2017. Social media advertising in a competitive
market. Journal of Hospitality and Tourism Technology.
Veloutsou, C. and Delgado-Ballester, E., 2018. New challenges in brand management. Spanish
Journal of Marketing-ESIC.
Yakimova, R and et.al., 2017. Brand champion behaviour: Its role in corporate branding. Journal
of Brand Management, 24(6). pp.575-591.
Online
“PUMA’s Brand Activism: Universal Equality, Gender Equality, and Criminal Justice Reform”
– Christian Sarkar and Philip Kotler, 2019. [Online]. Available Through:
<https://www.marketingjournal.org/pumas-brand-activism-universal-equality-and-criminal-
justice-reform-christian-sarkar-and-philip-kotler/>