Brand Communication and Reputation Management: Analyses of 4 Marketing Campaigns

This report analyses 4 marketing campaigns and provides insights and learnings that can help other brands in formulating guidelines for effective brand communication and reputation management. The report also discusses the challenges and opportunities of each campaign.

Brand Communication
and Reputation
Management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Analyses of 4 marketing campaigns................................................................................................3
SodaStream Earth Day campaign...........................................................................................3
Dove’s reverse selfie..............................................................................................................4
Guinness.................................................................................................................................5
Avatar of Prince; “the man he was destined to become”.......................................................6
TASK 2............................................................................................................................................6
Insights and learnings from the above discussed campaigns which help formulating
the guidelines for other brands 6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...............................................................................................................10

INTRODUCTION
Brand reputation management refers to the process of evaluation that how will their clients
perceive your business which helps them in taking the strategic action in improvement of the
brand image of their company. It is important to manage the reputation of the company because
it help in generating higher revenues. Businesses uses various techniques to measure their
reputation in market through social media, reviews and Google (Tieman, 2019). Monitoring is
very essential for the companies because it helps in knowing the perception of their customers.
Businesses influence their customers and stakeholders’ perception so that they can change their
mind set in regards to their companies so that they can understand the strengths and weaknesses
which helps in obtaining the competitive advantages in the market. Reputation management
includes various areas involving communication, marketing, legal, customer experience, sales
and loyalty. In this report it is analyse that how campaigns work for the different brands and how
they communicate various things to their customers along with their opportunities and
challenges. This will also include the learning and insights from the campaigns which are
analysed above. It will help other brands to manage their business reputation in effective manner.
MAIN BODY
TASK 1
Analyses of 4 marketing campaigns
Marketing campaign is the process of formulating strategies which helps businesses in
achieving their prescribed goals which includes providing information to their clients, building
brand awareness and launching new products. Here are the four marketing campaigns which are
discussed below:
SodaStream Earth Day campaign
This campaign is working with PepsiCo owned brand which is a non profit organisation
and this aims to save sea Turtles by spreading awareness through educational and different
effective volunteer programs. In order to engage more people soda streams recruit actor David
Hasselhoff so that they can encourage people for environmental responsibility (Kusumasondjaja,
2018). This Campaign focus on eliminate the usage of plastic bottles which can reduce the water

pollution. With the help of innovation and Technology this campaign focus on a generating fresh
sparkling water which can be produced in homes so that people can live healthy life.
Various opportunities of this campaign is as follows:
Cut down use of plastic bottles: Users of SodaStream try to eliminate single use of plastic
bottles so that they can reduce the pollution from the environment and innovate carbonating
bottles which can contribute in making environment clean and healthier for sea turtles and other
living beings (Mbewu and Adebayo, 2020). SodaStream assist in pouring fresh sparkling water
in reusable bottles or glass directly without the use of plastic bottles. It helps society in
elimination of toxins and microplastics which are harmful substance for earth.
Save lot of money: It is easier to install SodaStream device rather then waste money in
sparkling water bottles on regular basis from grocery stores. Water stored in plastic bottles can
harm the individual in different manner. Using plastic bottle is dangerous of other living beings
also including sea animals. It cut down the cost of plastic bottles because it allows individual to
extract sparking water instantly from the installed device.
Challenges of this campaign are as follows:
Take lot of space: People who do not have space in their home and offices may face
problems because SodaStream devices need space for their installation. Individuals who run out
for space prefers packaged water bottles on regular basis.
Quality of water: The quality of drinks is based on the water is used by individuals in
their SodaStream devices. Many people use normal tap water which do not results in good
quality of sparkling water (Aula and Mantere, 2020). It is suggested that people should use
mineral water in their devices so that they can enjoy best experiences of that devices.
Dove’s reverse selfie
This campaign aims to reduce the negative effect of social media. This campaign work
with the dove brand which produce brands for the beauty of females. This campaign uses video
which involves 13 years’ old girl who is drastically affected with the negative impact of social
media. Dove becomes successful brand in attracting customers with the help of this campaign
which is appreciated by all over the world. This inspires a lot of young age women about their
body positivity which helps them enabling their positive mental strength. This campaign also
provides a downloadable link of “confidence kit” for the respective teachers and parents of the
females living in the society.

Opportunities of Dove’s reverse selfie:
It helps in establishing self confidence among the females which develops positive
attitude towards their beauty. It encourages them and increase their self esteem which helps them
in fulfilling their dreams in best possible manner (Mishra and Sharma, 2019). It reduces the uses
of artificial beauty enhancement applications which is used by majority of females before
posting their pictures on social media websites. It reduces the consciousness of young age girls
who faced lot of criticism because of the beauty standards established by the society.
Challenges of this campaign:
Dove’s revers selfie campaign used lot of fake images for promoting their products in the
market which is unethical activity. Many young females get disappointed with the products
because it can not give the perfect results in limited time frame which is promised in thew
advertisement s and campaigns. Besides this successful campaign, many people do not change
their mind set ion context to the pre settled beauty standards.
Guinness
This campaign aims to welcoming the reopening of pubs of UK with the help of new
advertisement. People of UK waited for so long of the opening of pubs after the strict lock down
due to covid 19 restrictions. This campaign follows a £30M contribution with the help of
Guinness to the hospitality industry and UK pub which contributed in distribution of 30,000 PPE
kit in all over UK. They have also stated that they donate £1 million to bartenders who was
affected by the lock down due to covid 19.
Opportunities of Guinness campaign
It helps in supporting the people who was affected by the crises due to pandemic by
donating some of the amount (Koçyiğit, 2019). They assist hospitality industry so that they can
over come the challenges which was faced due t5o the shortage of capital resources during lock
down.
Challenges of Guinness
Initially, government of UK not supported this campaign because of the lack of proper
knowledge and awareness. People thought that the money was not used to fully backed the pubs.

Avatar of Prince; “the man he was destined to become”
This campaign was carried out by the father of Kiyan prince was murdered brutally at the
age of 15 for raising the voice for other students. He was very good soccer player with Queens
Park Ranger which is situated in England. He was killed on 18 May, 2006 because he was
preventing a student from bullying by other students in school. His father created a video
delivering a message that he wants to convey two messages with the public (ÇAĞIN BEKTAŞ,
2018). He wants to tell that young person took life of his son who was carrying knife and another
one is his son will become what he was destined to be. He also stated that if he remains alive he
will turned to be 30 years and he showcased this idea with the help of artificial intelligence by
frame store and engine creative. This campaign was supported by Adidas and named as “Long
Live Prince” which they created to raise capital for the foundation Kiyan Prince (Maduro,
Fernandes and Alves, 2018). It also spread awareness among the youth of UK about the crimes
and right upbringing of the children in country.
Opportunities of this campaign
Technology and artificial intelligence helped them in portraying the idea in best possible
manner which helps in spreading the awareness among citizens. Kiyan Avtar helps in realisation
to the people that one should not commit crimes in any of the situation.
Challenges faced by the campaign
It took long time in showcasing the ideas and thoughts which could influence the people
so that they can understand what was the situation. It is difficult for kiyan’s father to accept the
truth that their son was being killed for no reason by the one of his school mates.
TASK 2
Insights and learnings from the above discussed campaigns which help formulating the
guidelines for other brands
From the above campaigns, it can be analysed that companies can showcase their ideas in
effective manner. It helps in convey the message, thoughts and beliefs which can attract
customers towards their brand and company (Sujchaphong and et.al., 2020). It can fulfil the
needs of customers and campaigns support the actions of the community. They are the low cost
tools which helps in establishing the brand image of company among public and other
stakeholders. It seeks attention in order to solve various problems and issues, coordinate efforts,

identify solutions and evaluate better changes so that citizens can shape their mind. It helps in
enhancement of knowledge retention among people which can make better and advanced world.
It encourages the power of sharing knowledge which can solve problems in better manner.
Purpose based approach in context to the vision, product ethos and service
Companies uses approaches which are best suited to their business environment which
helps in establishing their brand image. It is mandatory to manufacture products and services
which satisfy the needs and demands of the customers. Companies should opt ethical methods to
sustain for longer period of time in the market. It core reason of an organisation is to understand
the market trends which help them in gaining various competitive advantages (Gill, 2019).
Creating strong customer base can help business in competing with other brands in effective
manner. Companies should not only focus on the generating profits but they have to follow all
the ethical rules and regulations which are created for the commencement of businesses. They
should carry out operations which best suited to the society and also focus on the welfare and
betterment. The ethos of company should be based on activities which do not harm the society
and environment and facilitate operations which support healthier environment. Companies
should spread awareness regarding positive activities which can contribute in enhancing the
moral values and beliefs. Vision of businesses is to create brand image along with educating their
targeted customers so that they can also contribute in the welfare of the society.
How can companies communicate this to their customers and stakeholders
Companies can take initiatives in establishing the campaigns which focus on the
settlement of various problems and challenges faced by the society. Companies should co-
ordinate with their stakeholders and customer so that they can maintain better understanding
which help in manufacturing products and services in better manner (Ramos and Casado-Molina,
2021). Multiple social media platforms can be used by companies for example Facebook,
Instagram and Twitter which help in connecting their thoughts and ideas so that companies can
know the demand of customers. It is the responsibility to track the performance of the company
which state the clear vision and goals which helps them in achievement of objectives in effective
manner. It is important for companies to engage their customers and employees so that they can
commence their operation in the required manner which can also help them in manufacturing
quality products and services for their customers. Companies can publish their news and
information on regular basis on their websites which help customers in understanding their

policies and visions. It is important to prioritise their stakeholders and customers because the
success of organisation is dependent on fulfilment of demands of their customers
How can businesses measure the desired consumer behaviour change with quantitative and
qualitative insights
In order to measure the desired behaviour of consumers, businesses can use various
methods such as they can motivate their customers and stakeholders which are major part of the
growth and success of business. Companies can take interviews, suggestions and surveys so that
they can understand their needs and demands. They can ask the qualitative answers such as what
they expect in their product and services which should be offered by the companies (Cillo, Rialti,
Del Giudice and Usai, 2021). Various ad campaigns and websites are used so that they can
evaluate the demands and behaviour of the targeted market and audience so that they can achieve
various competitive advantages from the market. Various market research should be carried out
in order to identify the market trends which help in offering products which are different from
their competitors. Gathered data and information can be stored and expressed with the help of
charts and graphs so that they can evaluate the expectations of the targeted customers. Some of
the projective techniques are imaginary associations, word associations imaginary, Association
in context to the customer personalities, grouping and choice of ordering technique and
personification of activities. These research and technique can help in focusing on the traditional
groups and depth interviews of the targeted customers and audience. Questionnaire can help
companies in evaluating the attitudes and behaviours of the particular customers and their
answers can help in offering and manufacturing of products and services which are favourable by
the targeted audience.
Outline the measures of success based on these approaches
Measure of success can include various elements like number of customers, profitability,
employee satisfaction and level of knowledge and learning. Projects of companies can be
measured by evaluating project specifications, reviewing project scope, reviewing client and
their internal and external satisfaction and analysing the project budget (Casado-Molina and
et.al., 2019). It help companies in evaluating that their initiatives and it assist in depth study of
the consumer behaviour and their future initiative that will helps in the engagement of their
customers in effective manner. These approaches helped a lot in attracting customers based on
their demands and needs which results in higher revenues and establishment of brand image.

CONCLUSION
From the above report it can be concluded that the communication is very important
between organisations and their customers and stakeholders for the growth and success. It helps
in managing the reputation of the company in the market which fulfils the demand of the
customers and their stakeholders in effective manner. Organisation should fulfil all the corporate
social responsibilities in order to sustain for the longer period of time in the Global market so
that they can contribute in making positive and healthier environment. This report contains the
marketing campaigns and their objectives in order to attain the competitive advantages in the
market. It also involves learnings and insights from the mentioned campaigns which helps other
brands in commencement of their operations.

REFERENCES
Books and Journals
Aula, P. and Mantere, S., 2020. Strategic reputation management: Towards a company of good.
Routledge.
ÇAĞIN BEKTAŞ, M., 2018. The Importance of Social Responsibility Projects in Reputation
Management: The Role of Public Relations. Global Media Journal: Turkish
Edition, 8(16).
Casado-Molina and et.al., 2019. Exploring the opportunities of the emojis in brand
communication: The case of the beer industry. International Journal of Business
Communication, p.2329488419832964.
Cillo, V., Rialti, R., Del Giudice, M. and Usai, A., 2021. Niche tourism destinations’ online
reputation management and competitiveness in big data era: Evidence from three
Italian cases. Current Issues in Tourism, 24(2), pp.177-191.
Gill, R., 2019. Perception and Reputation in Public Relations. Asia Pacific Public Relations
Journal, 21.
Koçyiğit, M., 2019. Digital Advertising Narration and Online Reputation Management.
In Handbook of Research on Narrative Advertising (pp. 219-226). IGI Global.
Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social media brand
communication effectiveness: An evidence from Indonesia. Asia Pacific Journal of
Marketing and Logistics.
Maduro, S., Fernandes, P.O. and Alves, A., 2018. Management design as a strategic lever to add
value to corporate reputation competitiveness in higher education
institutions. Competitiveness Review: An International Business Journal.
Mbewu, N.F. and Adebayo, R.O., 2020. Creating intention for persuading and retaining students:
an analysis of higher institution brand reputation management. African Journal of
Rhetoric, 12(1), pp.65-95.
Mishra, M.S. and Sharma, R.W., 2019. Brand crisis-sentiment analysis of user-generated
comments about@ Maggi on Facebook. Corporate Reputation Review, 22(2), pp.48-60.
Ramos, C.M. and Casado-Molina, A.M., 2021. Online corporate reputation: A panel data
approach and a reputation index proposal applied to the banking sector. Journal of
Business Research, 122, pp.121-130.
Sujchaphong and et.al., 2020. A framework of brand-centred training and development activities,
transformational leadership and employee brand support in higher education. Journal
of Brand Management, 27(2), pp.143-159.
Tieman, M., 2019. Measuring corporate halal reputation: A corporate halal reputation index and
research propositions. Journal of Islamic marketing.