Brand Communication and Reputation Management

Brand Communication and
Reputation Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Assessment 1................................................................................................................................1
Developing a pitch.......................................................................................................................1
Assessment 2................................................................................................................................3
Reflection.....................................................................................................................................3
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Branding is the practice that is followed within an organisation to carry out a
proper management of the sales and revenue of the organisation. This can be said that
the proper management of business operation's like branding will help an organisation
to build a positive reputation which will improve the overall operations in much suitable
way. The branding is wholesomely dependent on an effective advertising or customer
communication process that will help the organisation to improve the quality of bonding
between a customer and the firm. For the present report, Gumtree is been chosen as
organisation of context. It is a UK based classified advertisement company.
The report will cover the proper management of a campaign and effective placing
of various advertising measures that will improve a proper and effective assessment of
various tools as the promotional tools for the campaign. Also, various marketing
communication tools are been taken in assessment with proper budgeting. Besides this,
a proper reflection is been taken in consideration which will help in proper developing of
an understanding towards marketing communication also with proper theories and
models that will help in developing a proper understanding
MAIN BODY
Assessment 1
Developing a pitch
A significant placing of business operations and action plans will help the firm to
improve the quality of operations and thus will help in proper management of business
operations and action plans will help the firm to carry out the business activities and
thus will lead the organisation to enhance the quality of products and services that will
help the firm to improve the quality of products and services offered. A proper campaign
will be undertaken in consideration by Gumtree that will help the fir to improve its
performance and thus will lead the organisation to handle business activities to a
greater extent.
Product Campaign
Product details:
Product: Redmi Note 6 Pro
Tarfget Audiance: Young generations and higher middle class families
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Marketing Goals: To increase the sales of the mobile handset units produced and gain
a suitable position within smart phone segment.
Budgeting: As per the policies concerned, effective budget will be discussed that will
help the firm to carry out it operation and action plans in much suitable way. This will
help in proper management of the advertising operations which are been carried out
within organisation. The Gumtree will look after the proper allocation of its 20% sales
revenue that will help in proper management of business activities and operations and
this will lead the carrying out of branding process. Out of 20%, 5% will be allotted for the
print media, 16% budget will be allocated for PR Event and remaining 4% for Facebook
page.
The 3 major branding or promotional mediums that are been taken in
consideration are as follows:
 Print Medium: The Gumtree can use its Print media operations to promote the
products and services which will improve the quality of operations and thus will
look after effective placing of business operations and meeting of operations that
will lead the suitable carrying out of products branding and promotion.
 PR events: This will act as the major medium of promoting the goods and
services that will impact the operation and activities which will improve the quality
of branding activities and promotional measures. This will help in looking after the
proper management of business activities and thus will improve the interaction
with other organisation in much suitable and effective way.
 Facebook page: Regular updates and posts can be placed on the Facebook
page of the Brand as well, as the selected company in order to get the
accessibility to maximum number of customer that will help in improving the
promotional activities of the firm.
All these measures will include a proper risk assessment and proper
management of the business activities which will improve the quality of operations and
thus will lead the firm to manage its promotional operations in much suitable way.
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Assessment 2
Reflection
The promotional campaign that is been taken in consideration by the selected
organization will help the firm to improve the quality of operations and meeting of
business activities which will help in suitable growth and development of the business
operations and thus will help in proper management of the business activities which will
improve the quality of business operations (Zhu and et.al., 2014.). On the basis of
assessment and brief Campaigning measures that are been presented above this can
be said that using the Print Media, Facebook page and personal relationship event,
Gumtree can impact fully promoter its products or services and thus will improve the
quality of operations in much suitable way. Besides this, on the basis of this
campaigning, I can say that the promotional measures that are taken in consideration
by the firm, this can be said that the proper management of business operations and will
improve the overall performance of the organization to a greater extent.
I can say that the print media medium is one of major platform for Gumtree to
incorporate within its marketing campaign as it will help the firm to carry out the
business operations and thus will lead the firm to improve the quality of their products
and services along with a proper management of advertising its smart phones in much
suitable way. As print media is one of the largest, widely accessible and cheapest form
of promotion or advertising, this can be said that adopting print media like newspapers,
magazines and other print mediums will help the organization or its dealers to
incorporate proper measures of growth and development which will improve the market
opportunity or scope of organization to carry out the business activities in much suitable
way (Chang, Chiang and Han, 2015). This will prove out to be a better marketing
communication tool for the organization that will help in improving the overall
performance of the business operation's of the selected organization this will also
improve the overall functionality of an organization to a greater extent. The print media
operations will help the organization to promote the operation of the organization to a
greater extent. This will also lead the firm to improve the quality of operations in much
effective way. This will also lead Selected advertising entity to carry out a proper
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communication within the organization as well as external level to identify the needs and
demands of their customers which will improve quality of services offered by Gumtree.
According to assessment of market experts, I have found that proper
management of marketing as a business activity as the prior and most important part of
the campaigning that is followed within organization (Ravaja and et.al., 2015. ). This will
help the firm to carry out the operations which will improve quality of operations in much
suitable and effective way. I have found that the proper management of promotional
activities will help the organization to enhance the quality of operations and get a proper
placing of advertisements and promotional activities in much effective way. This will also
help in proper management of the business activities by Gumtree. The print media
operations which are been taken in consideration by an organization will inculcate the
proper growth measures and enhance the connectivity of organization to improve the
overall performance.
Besides this, I believe that usage of Social media platform like Facebook page
will improve the quality of marketing operation's of Gumtree. As in the recent time, the
social media tools have emerged out to be an effective tool to carry out effective
promotional activities for the organization. The Facebook page will prove out to be an
effective medium for an organization to connect with its customer, target audience and
target market audience that will help in improving the quality of business operations
which will help in improving the quality of operation's in much suitable way. Besides this,
the major advantage of Facebook page based Social media marketing approach is that
it create a market platform and curiosity among the customers about the project before
its launching. Utilizing the inquisitiveness of enthusiastic customers, Gumtree will follow
up the planning of its launching of a smart phone in much effective and paved manner. I
have also found that it can be said that a good and proper management of business
activities will look after the proper carrying out of growth measures which is been carried
out within organization. Other than this, it will help in notifying the customers and dealer
too, about the product and thus will help in proper management of business activities
and thus, will lead the firm to improve effectiveness of promotional activities in much
suitable manner.
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However, the Facebook page has certain limitations or restrictions which are
required to controlled in order to harness the full potential of these online digital medium
(Skard and Thorbjørnsen, 2014). This can impact quality of actions plans in much
effective way. The measures like accessibility and data security is required to be made
a proper and genuine factor to be taken in consideration that will help me to analyze the
effectiveness of these digital and online firm. This will improve the quality of action plans
in a effective manner. This will lead the fir to improve the quality of business operations
in much suitable way. I believe that the proper utilization of these tool as promotional
activities, this can be said that the effective assessment of business operations and thus
will lead the organization to carry out appropriate action plans which will improve the
quality of offered goods and services. Apart from this, the selection measures that are
been taken to carry out the business or product promotional activities with much
suitability. This will improve the overall revenue generation and increase the quality of
products and services in much suitable way.
Besides this all, I believe that the management of the Personal relationship with
the customers will prove out to be beneficial for an organisation. This can be carried out
using the PR events within the organisation in much suitable way. This will lead the
organisation to carry out their promotional activities and operations in much suitable
way. The PR events are not only a good medium for the organisation to handle the
business activities in much suitable way. This will also lead the organisation to improve
business operations and effectiveness of the firm's promotional activities and
operations. The major benefit of promoting the product using PR operations is that the
targeted and interested audience will improve the quality of operations and thus, will
lead the advertising operations in much suitable way. Besides this, it will help the firm to
maintain their operations and thus will lead the organisation to have a good revenue
generation. This will also improve the firm's performance within market and create a
suitable environment for organisation to launch its mobiles and Smartphone (Russell
and Brannan, 2016. ).
The PR event will facilitate a one to one interaction with their customers and will
guide them to improve their marketing and product quality. The assessment of the
scope will help the organisation to improve the quality of business activities. This will
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also lead Gumtree to carry out their operations and placing of the proper market
strategies in much suitable manner. This will also increase the quality of operations and
maintaining the marketing strategies of organisation. On the basis of business activities
and operations, I found that Gumtree finds the PR events to be more effective
marketing medium for promoting the products and services in much suitable manner.
This will lead the firm to improve the quality of strategies and operations that are been
undertaken within organisation for the sake of marketing communication.
Besides this, I can say that various theories and models can be incorporated
within the organisation for managing the issues related to marketing communication
within Gumtree. Some of major marketing communication issues and models are as
follows:
AIDAS MODEL: It is one of the oldest and widely used model for carrying out the
marketing communication that will help in proper management of the business
operations and thus will improve the quality of interaction that is been carried out
between the firm and its customers. It involves various components that help in suitable
placing of promotional interaction between the organisation and buyers. It involves the
following components or sub parts:
1. Attention: this measure involves the proper management of the business
activities and attention of target customers that will help in proper manner. This
stage involves the effectively attracting the buyers or their target customers
towards the products and services of the organisation (Mosley and et.al., 2016.).
This will help the firm to carry out their operations in much effective way. Various
measures like offers, discounts and other promotional schemes can be
undertaken by the firm in order to improve the quality of services and products in
much suitable way. It also helps in developing a good relation with their buyers.
2. Interest: Once the customer is attracted towards the products and services of
the selected firm, they management of marketing team of the organisation tries to
build up the interest of their target customers within the operations of the
organisation and towards the product or services offered by Gumtree. In the 90%
cases, it is been found that an interested customer turn out to be a potential
buyer for the firm. Thus, looking at these scenarios, Gumtree will look after the
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providing of a proper introduction about its smart phones, explain their features
and qualities and will also presume the customers to take a test drive, in order to
increase customer belief and satisfaction.
3. Desire: once the positive interest is build and increase within a customer for the
product or services of the organisation, the company communicate to develop a
desire related to purchasing the goods for example Smart phones. The
management and sales manager of the firm will look after the proper
communication with the customer, laying more and more emphasis on qualities,
benefits and features of their product for the customer. The customers are been
convinced to buy the product or service in order to satisfy their needs or wants.
will look after the proper adoption of these measure in order to carry out their
marketing operations and thus will lead to the proper sell out of their products
and services in much effective manner (Chapleo and Suomi, 2015).
4. Action: the Action stage incorporates the further stage or process that is been
carried out after the product is been marketed and thus will improve the proper
management of selling or purchasing of various good and services. At this stage,
the customer either purchase the product (Smart phones) or drop the idea to
move further with it. These measures will improve the quality of operations in
much suitable way. The management or sales manager will look after the proper
development of customer relation by taking in the contact number or a support
person that will look after the p[roper selling and after sales operations of the
organisation with their target or potential customers.
5. Satisfaction: these approach is been taken in consideration by the firm when the
organisation sell out a unit of its produict or service to a interested customer. The
satisfaction is two tier process in these case. First, the customers is satisfied as
he/she is able to fulfil his/ her demand of need i.e. purchasing a smart phone. At
second stage, the satisfaction is the after service or post sales processes which
are been carried out by to maintain a sustainability and good relation with their
customers. It is a very important factor as the revenue generation of an
organisation is deeply based on this stage.
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I can say that the proper utilization or implementation of these model will help the
organisation to maintain the quality of services which are been carried out within
organisation which will improve the quality of services and operations in much effective
way (Dijkmans and et.al., 2015).
Besides this, some theories can be taken in consideration that will improve the
overall qualities of the operations for Gumtree. In the present scenario, the AST theory's
been taken in consideration by selected firm that will help in improving the quality of
communication or interaction process that will help in proper management of
communication process which is as follows:
Adaptive structuralist theory (AST): this will include certain rules and responsibilities
which will improve the quality of the communication structure that is been followed
within the organisation that will lead the selected firm to carry out their operations in
much suitable way. Gumtree will look after the development of an effective, ethical
communication process that will help in building the trust level of customers and this will
improve the decision making of the organisation and getting a proper structure that will
improve the customer satisfaction level to a greater extent.
This communication theory will improve the bonding between the customers and
the firm, improving its sales and revenue generation helping in brand development and
building a good reputation for the company. Besides this, all this measures will support
a good marketing communication which will improve the effectiveness of marketing
CONCLUSION
The proper management of branding and communication is very important that
will help in promoting the products and support a good management of business
activities and operations to a greater extent. The effective branding and placing of
business operation is taken in consideration which will help in proper management of
business activities will help the selected advertising enterprises to carry out their
operations. The report will also cover the proper management of tools and techniques
will help in proper management of advertising operations that will help the firm to
improve the promotional strategies. Besides this, a reflection is presented including
different tools and techniques of marketing communication which will help in improving
proper improvement of business promotional activities in a very effective way.
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REFERENCES
Books and journals
Dijkmans, C., and et.al., 2015. Online conversation and corporate reputation: A two-
wave longitudinal study on the effects of exposure to the social media activities of
a highly interactive company. Journal of Computer-Mediated
Communication. 20(6). pp.632-648.
Chapleo, C. and Suomi, K., 2015. A framework for conceptualising and managing brand
identity and reputation in higher education; an exploratory case approach.
Mosley, C. and et.al., 2016. Systems and methods for consumer-generated media
reputation management. U.S. Patent 9,311,619.
Russell, S. and Brannan, M.J., 2016. “Getting the Right People on the Bus”:
Recruitment, selection and integration for the branded organization. European
Management Journal. 34(2). pp.114-124.
Skard, S. and Thorbjørnsen, H., 2014. Is publicity always better than advertising? The
role of brand reputation in communicating corporate social responsibility. Journal
of Business Ethics. 124(1). pp.149-160.
Ravaja, N. and et.al., 2015. Online News and Corporate Reputation. Journal of Media
Psychology.
Chang, A., Chiang, H.H. and Han, T.S., 2015. Investigating the dual-route effects of
corporate branding on brand equity. Asia Pacific Management Review. 20(3).
pp.120-129.
Zhu, Y. amnd et.al., 2014. Corporate social responsibility, firm reputation, and firm
performance: The role of ethical leadership. Asia Pacific Journal of
Management. 31(4). pp.925-947.
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