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.