Brand Communication and Reputation Management ASSIGNMENT 01

This report discusses brand communication and reputation management through four campaigns and their impact on the brand's reputation. It also provides guidelines for similar brands in the future. The report includes references to academic theory and frameworks and considers the impact on the brands from a reputational point of view. The subject, course code, course name, and college/university are not mentioned.

Brand Communication
and Reputation
Management
ASSIGNMENT 01

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Outline how 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
Use your insights and learnings from the 4campaigns above, to construct a set of guidelines to
inform similar brands in the future..............................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The brand communication is defined as the combination of various activities such as
advertising, social media, and reviews which are used by an enterprise in order to communicate
with the customers. It is very important for an organisation to promote about its products or
service in the right way to its customers and attract them with the use of new technologies. The
brand is been known for its reputation in the market and the brand focus on the customers by in
influencing them with the right ethical practices. The management need to focus on several
external factors which can influence over the promotion of the product within the market.
(Kusumasondjaja, S., 2018). This report is based on the four campaigns. This will include
various topic such as description of various online advertisements with its communication
strategies, explain how the brand need to be aware of the communication strategies and different
measures.
MAIN BODY
Outline how 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
SodaStream Earth Day campaign
As in relation to this campaign which was started by the business organisation in order to
communicate about saving the environment on daily basis. The brand have targeted the
audiences in such a manner that it started with the long term mission to reduce the single use of
plastic waste and reducing ocean pollution. This was the campaign started to communicate to the
audience of the emission of the plastic which is considered by the organisation in respect of the
environment. (Marmat, G., 2021). This is the campaign which started to reduce ocean pollution.
The Sodastream commits to save a baby sea turtle for every Sodasdtream sparkling water maker
sold worldwide in the month of April. The organisation is always looking for beater ways in
order to save environment. From this campaign the company is not only engaging people to
keep the oceans clean but also making them aware of the single use plastic use and also giving
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the opportunity of saving endangered baby sea turtles around the sea. The ambassador of the
brand David Hassellhoff said that he was honoured for working with the brand in which the
brand has commitment to save environment by calling attention to the threat to sea turtles and
beaches. This was the main cause which help in bringing the attention of te audience towards the
brand. Also, this can help in making people attention towards and help in brand awareness. This
campaign helped the brand in metformin of the customers. This also helped in reinforces of
brand where the sparkling water in market while reducing the us of plastic within the
environment. This helped the brand the brand in communication people of the product while
applying the strategies to save environment. There were various challenges which was faced by
brand in order to make this campaign successful. As this campaign focus on the various issues
such as that not only sharing on social media is enough it is very important to take the real
actions in order to deliver the right way of action within the environment. Zukerberg introduces a
sustainable community platform where the organisation also published its own commitment to
the environment which is implemented on Sodastream. (Davis, S.W., Horváth, C., Gretry, A. and
Belei, N., 2019).
Dove’s reverse selfie
This was the campaign which was started in taking initiative for the problems which is
faced by girls in today's time. As because of the social media the girls wanted to look beautiful
and they were worried about their looks which impacted in their life a lot. As the social media
has made the girls to focus on fake beauty rather than focusing on real beauty which is from
inside. It is very important that this campaign started in order to know the reverse selfie which is
without make-up. As the campaign is a story which is explained in reverse mode. This was the
campaign where the digital effects of make-up were used on girls which is affecting their self –
esteem. The issues and problems which was found by the brand was that the girls are not able to
focus on natural beauty as because of use of social media it is impacting in their social life. As
this is impacting in the mental health where the people are worried of natural pimple and scars
which every body has and to look beautiful the girls are starting unthinking that use if digital
technologies can solve every problem. But from the campaign it is explained that it was
identified that pressure of social media which is effecting girls self – esteem as more screen time
during the pandemic have made things worse. The glossy Photoshopped advertisement presents
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that it is not important to always have make-up on face of as this does not define the beauty of
an individual. (NGUYEN, H.N., 2021).
Guinness
This was the campaign which was started by the brand in order to support the pub. The song
which is chosen is that always on my mind features the visual motives of the pint of GUINNESS
which is a black liquid topped with the head of creamy white form this is represented in several
clever combinations. This campaign was created by a bot made because where the ad features
images including a fluffy white cat perched atop a black green barrel, fruity waves crashing into
a smoky bullet and Segal standing on a black chimney breast. This is the campaign which has
been run on the national television along with the online and video on demand this is the
campaign which is digitally out of home and printed or the use of the social media is being
utilised in order to invite Guinness lovers to some with the own lookalike pins using the hashtag.
The brand wanted to communicate about the support of the plate which is taken by the company
for the United Kingdom Babu and the hospitality business during the past year through its raising
the bar programme. (Moin, S.M.A., 2020). The organisation decided and announced that it will
help more than 25,000 pubs to date and delivered in excess of 30,000 PPE kits across the United
Kingdom. The brand also announced to pledge to support bartenders when the pandemic hit first
heated. Before the pandemic the organisation announced two for one in every time 10 points in
London. From this that the brand wants to communicate to the customers that they are willing to
do after the pandemic for the organisations who have lost so much of revenue because of the
pandemic. The court of the campaign which is good things come to those who wait it’s been
utilised so that the customers are can catch it as soon as possible. As the reopening of the pub has
been a long time coming for the people living in United Kingdom. This is the campaign which
has helped the brand to reinforces as in order to gain the attention of the customers towards the
brand. There are several opportunities and challenges which the brand might have been faced
during this campaign.
Avatar of Prince; “the man he was destined to become”
The avatar of prince what is the campaign which has been working in order to gain the customers
attraction where the prince brought back to life virtually in images who he would have been at
the age of 30 this is related to a game FIFA 21 for the players and various brands were included
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in this campaign such as Adidas and cheetah sports. These brand has sponsorship in the
campaign way by showing the world the star Kyan was this time to become and what he would
have achieved it. As the brand wanted to inspire the children to become the best possible version
of themselves and make the right choices and reach their full potential. The Kiyan avatar what is
the available to play as a part of the QPR squad in FIFA 21 career mode and other game levels.
But suddenly kiyan Prince was murdered by someone before in the United Kingdom which has
spoiled all the unsuccessful plans and also resonates with the hope and passion. With the answer
wise in a different form to help others so the brand started to launch a campaign in which the
images in the posters of the clients help the other in order to motivate and be such an ideal. This
is about the game which has to promote its brand in the name of the Kiyan prince where they
were able to attract customers attention was because of such an ideal person who was passionate
about his career this is the campaign which was started in order to communicate about the
passion and individual should have in them and also to communicate about the game which has
been produced by the brand. The brand reinforces the product by launching the images in the
posters and the memory of the key and in the minds of the customers.(Schmeltz, and Kjeldsen,
2022).
Use your insights and learnings from the 4campaigns above, to construct a set of guidelines to
inform similar brands in the future
How to embed a purpose-based approach to their product ethos, vision and service
As it has been observed that companies which have a it factors and enthusiasm and passion
which lights of the employees, delight customers and shines for the investors. The company is
warmer please or the more delicious even breakthrough technology. It is very important for the
organisation to decide a purpose before launching a product or starting with any promotional
activities in order to target the customers. (Mackert, and et.al., 2019). A superficial approach to
purpose only doesn’t work for the companies in fact the companies can consider them opening of
the companies and acquisitions of in enthusiastic for a purpose washing and turning of the
customers are driving them away completely is very important for the organisation. The similar
brands can focus on the portfolio strategy and products which means that the product and
services of the organisation need to provide way to play and how to play choices in order to
make the best service for the customers. The operational processes need to be adopted by the
company which defines the purpose related targets the ways in which they need to ensure out the
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behaviour up and down and the value chain in the line with the purpose of the organisation.
(Sheiner,. and Lahav, 2020.)
• How to communicate this to audiences and stakeholders
There are several ways in which the company can communicate to the customers and the
stakeholders. As the use of the social media can be the most prominent in which the company
can focus on targeting the customers and the stakeholders. The campaign can be the main
purpose for solving this issue in order to communicate to the stakeholders. The right way of
communicating can help in order to gain the attention of the stakeholders and the customers. The
company needs to decide that what it’s serving and what is the purpose of the serving in order to
gain the attention. The use of the digital platforms such as advertisement, social media app,
Instagram, Facebook can help to communicate for the business organisation.
• How to measure the desired consumer behaviour change with qualitative and quantitative
insights
There are various ways in which the organisation King desired consumer behaviour
change with the qualitative and quantitative insights. The market need to do the research
properly in order to gain the customers insights. This is included in the qualitative research it is
needed by the brand in order to communicate the right way of the product and services. There are
several ways such as the market research, neuro marketing research which can help the
organisation in order to tackle the consumer behaviour and the change they are required in order
to bring the product according to them.(Neumaier, A., 2022).
Outline your measures of success for these approaches
There are various measures of success for the various approaches from the brand. The use
key performance indicators can help the organisation to measures on the approaches which is
been used to communicate to the customers. This will help the organisation to know whether the
company is able to achieve success or not. It is very important for the brand to communicate
about the brand ans use the ethical branding campaigns in order to gain attention of customers
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CONCLUSION
From the above report it is concluded that the brand communication is the promotion of
the products or services with customers in order to gain customer attention. It is very important
for the brands to focus on the practices . The various strategies which is been discussion in
relation to different brands. The four advertisement which is about the brand communication and
how these reinforces the brand. The comp[any can use the different measures and strategies in
order to communicate to its customers.
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REFERENCES
Books and Journals
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.
Marmat, G., 2021. Online brand communication and building brand trust: social information
processing theory perspective. Global Knowledge, Memory and Communication.
Davis, S.W., Horváth, C., Gretry, A. and Belei, N., 2019. Say what? How the interplay of tweet
readability and brand hedonism affects consumer engagement. Journal of Business
Research, 100, pp.150-164.
NGUYEN, H.N., 2021. Antecedents and Consequences of Brand Hate Among Netizens:
Empirical Evidence from Vietnam. The Journal of Asian Finance, Economics and
Business, 8(7), pp.579-589.
Moin, S.M.A., 2020. Brand Storytelling in the Digital Age: Theories, Practice and Application.
Palgrave Macmillan.
Schmeltz, L. and Kjeldsen, A.K., 2022. Corporate brand management and multiple voices:
Polyphony or cacophony?. In The Routledge Companion to Corporate Branding (pp.
281-299). Routledge.
Mackert, and et.al., 2019. Building a health communication brand for University of Texas
System tobacco control. Journal of American College Health, 67(4), pp.291-298.
Sheiner, D.Z. and Lahav, T., 2020. Managing marketing communications: customer-initiated
contact on Israeli Facebook brand pages. Qualitative Market Research: An International
Journal.
Kaur, H. and Sohal, S., 2022. Political brand endorsers, political brand preference, and political
brand equity: A mediated moderated model. Journal of Marketing Communications,
28(1), pp.3-37.
Errichiello, O. and Zschiesche, A., 2022. Brand Management: The Six Principles of Green Brand
Management. In Green Branding (pp. 133-140). Springer, Wiesbaden.
Neumaier, A., 2022. Brand personality and provocative crisis communication: a case study on
True Fruits (Doctoral dissertation).
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