Brand Communication and Reputation Management: A Reflective Report

This report discusses the importance of brand communication and reputation management. It analyzes four successful campaigns by SodaStream, Dove, Guinness, and Avatar of Prince. It also provides guidelines for similar brands in the future.

Brand Communication
and Reputation
Management

Table of Contents
Introduction......................................................................................................................................3
Main Body ......................................................................................................................................3
Outlining the four Campaigns below work for the various brands:............................................3
To construct a set of guidelines in order to inform the similar brands in the future:..................6
Conclusion.......................................................................................................................................8
References .......................................................................................................................................8

Introduction
Reputation is a effort to influence how and what people think about a brand or person
when viewed online. It is a continuous process because it address the possible damaging
situation and allows to stay on top of the brand's public perception. Brand communication is the
tool and important part of the brand management that companies persuade, teach, inform
enlighten and enrich the knowledge of stakeholders about strengths, brands and fundamentals. In
the present report the four campaign are taken into consideration that is SodaStream earth day,
dove's reverse selfie, Guinness and Avatar of Prince; “the man he was destined to become”. It
will going to consider what challenges and opportunities might be for extending and appropriate
academic framework or theory will be consider (Acharya, 2020). Apart from this, it will be
construct a set of guidelines in order to inform similar brands in the future. It will include the
purpose based approach to their product vision, ethos and service and communicate this to
stakeholders and audiences. In addition to this, it will be measure the desired consumer
behaviour change with quantitative and qualitative insights and the measures of success for these
approaches will be outlined.
Main Body
Outlining the four Campaigns below work for the various brands:
There are four campaigns work for the various brands which are SodaStream Earth Day
Campaign, dove's reverse selfie, Guinness and avatar of prince; “the man he was destined to
become”.
SodaStream Earth Day: In order to use less plastic the SodaStream uses the sister of
founder of Facebook to reinforce the message “Don't just share show you care”. The brand share
the important message to a large number of people in a humorous way. It offers the reusable
bottles as an alternative in order to use single use plastic bottles (Canel and Luoma-aho, 2018)
(Cr. It has partnered with Randi Zuckerberg who is a sister of Mark Zuckerberg to launch its
earth day campaigns in 2021. Which requests the public to modify the social media interactions

into the positive changes for the planet. It plans to reduce the use of approx 67 billion bottles
worldwide by 2025. It gives messages and takes pledge to switch the packaging all of its flavours
from plastics bottles to metal bottles which helps to save the environment.
Opportunities and challenges: The company finds the opportunity to develop sparkling
water makers from plant based or recycled material and they started selling limited edition Art
for Action bottles which helps to save thousands of single-use bottles (onin, 2018). The company
faces the challenge to seek to raise the awareness proud to be green and it is very difficult in the
starting to
create awareness as people are very used to plastic and it looks simple statement but it is more
than just words.
Dove’s reverse selfie: It is build on the real beauty campaign as it is looking towards the
young girls facing pressure experience through social media as this influenced the young
generation about the beauty. It wanted to create impact by firstly showing the outcome. It is
important for the Dove to to actually provide support to people and help they need. It is used as a
platform to highlight the extensive damage which is occurred by the trend of heavily edited
selfies. Its objective is to inspire women and young girls in order to develop a positive
relationship with beauty. It also helps to encourage and raise self esteem to push for their dreams
and this strategy of the company was extremely successful.
Opportunities and Challenges: The Dove company always courageous and innovative in
their products. It sells more than beauty as they find the opportunity to invite the fans or
customers to reflect on self acceptance and on self esteem rather than comparison with others.
The Dove faces the challenge to invite all women and young girls by engaging them with
products which delivers superior care for beauty to realise their personal potential. As they
believe that beauty is a source of confidence and not anxiety (Du Plessis, 2018)(Fan and et.al.,
2020).
Guinness: This campaign is a tribute to the recent opening of bars and pubs in UK and
made larger efforts in order to raise the social restriction because vaccination is efforts make
progress around the world. Its objective is to help out pubs and welcome them back with a 30m
euro fund. It won't hurt the brand sales efforts wither. It returns to the pub campaigns contend
good things to come in white and black. It will benefit from Guinness world records brand usage
and the official adjudicator. It offers qualitative products at a premium pricing ranges and where

customers are well aware in getting a value based products. The slogan for the campaign of
Guinness is “Good things come to those who wait” and advertise in cinema, print advertising and
television in order to promote its campaigns.
Opportunities And Challenges: The company faces huge challenges to start the bars and
pubs after the COVID 19 Pandemic crises which is a very challenging task for the company. As
many restrictions are imposed by the government like social gathering restriction and vaccination
is very important to enter in a social gathering. The opportunity for the Guinness many people
are waiting to open the bars and pubs and enjoy their drinks or parties so that they can satisfy
their needs and wants at an optimum level which help them to increase goodwill, brand image
and sales of the company effectively and efficiently (Hudders, De Jans and De Veirman, 2021).
Avatar of Prince; “the man he was destined to become”: Prince bought back to
imagines who and life virtually as he would have been at the age of 30. The prodigy of Football
is signed to his former club, with sponsorship from big brands like which includes JD Sports and
Adidas, queens park ranger and players in the Fifa 21 game. Which plays an important part for
the company as well as for the consumers also. As the large number of organisation are waiting
for this this that when imagines and life virtually will be back and they can enjoy at their best. It
got the sponsorship with the big and large brands like Adidas and JD Sports, queens park ranger
and players in the Fifa 21 games.
Opportunities and Challenges: The Avatar of prince faces huge and difficult challenges
at the starting that it did not get the sponsors easily he need do struggle in getting sponsor. It find
the opportunity to bought back the life virtually and imagines so that they can serve the
consumers and able to satisfy their needs and wants at an optimum level effectively and
efficiently (Jin, Yoon and Lee, 2019).
Theory of Brand Loyalty:
It will consider the impact on brands from a reputational point of view. It contains three
distinct dimensions and defined as the positive biased tendency. In the first dimension it is the
emotive tendency towards the brand which refers to the fear, compliance or respect tendency. In
the second dimension, it is the evaluative tendency towards the brand which refers to the positive
biased evaluation of brand. In the third dimension it is the behavioural tendency towards brand
and refers to the positively biased responses with respect to purchase, consumption activities and
procurement. It is not necessary that all the three dimension will present in each and every

situation. All the four companies campaigns uses the theory of brand loyalty. As by the help of
building campaign it also makes the brand loyalty of the company as well at the same time. This
increases the brand loyalty as they are doing something better for the society and environment.
For example the SodaStream help to make the environment safe and clean by using non plastics
items and reuse the plastics and biodegradable items effectively, efficiently and making proper
utilisation of resources. The company dove brings the campaign of reverse selfie whose thought
is to build the campaign on the real beauty by looking at the young girls or women pressure
experience through social media (Lee and Tao, 2020). So this creates the impact and makes them
believe that beauty is a source of confidence and not anxiety. By this it increases the brand
loyalty and increases the sales of their products at an optimum level and where customers also
build trust for the company. In Guinness, it builds the brand loyalty by welcoming back and
helping out pubs with 30m euro. This also evaluates the behavioural evaluative brand loyalty
among the customers. As it helps to open the bars and pubs after the COVID 19 crises by taking
all the safety measures like proper vaccination and maintaining social distance which is very
necessary and important to follow the rules and regulations which are set by the government of
UK. At last in Avatar of Prince; “the man he was destined to become” created its brand loyalty
by bringing back to life virtually and imagines who he have been at the age of 30. it builds the
brand loyalty among the persons who are interested in sports activities.
To construct a set of guidelines in order to inform the similar brands in the future:
Set a purpose based approach to the product vision, ethos and service: It is the
description of the essence of the company's product like what products they are solving, why
now it is the right time to build and for whom (Massaro and et.al., 2018). The vision of the
product should be actionable, has guide rails, aspirational, linked to corporate goals. The above
campaigns set a product ethos, vision and service in order to relate the motivation behind the
product for example the SodaStream has the motive and motivate to save the environment, Dove
has the motive to believe in beauty and not on anxiety, Guinness has the motivation to open bars
and pubs in UK and the Avatar of prince motive is to bring back imagines and life virtually. The
purpose of all these four companies campaigns is to create awareness among the audience which
are in the form of social cause and so that they can increase the brand value and image in front of
the society and customers. That they are also contributing towards the society as well.

Communicate this to stakeholders and audiences: the above four campaigns uses
social media, print media like billboards, posters etc., television etc. to communicate with their
audience. As to helps to communicate with the large number of audience at a same time so that
audience can able to get know about their thought and perspective behind the campaigns. They
do the campaigns for the social cause and for the social environment. By creating a toolkit in
order to help others spread the word. They deliver the messages by livestream on social as this is
more easy for the company to communicate effectively with their large number of audience. The
companies using campaigns such as Dove's reverse selfie, SodaStream earth day campaign,
Guinness and Avatar of Prince all keeps repeating the same message again and again where they
can explore clearly and properly and tell them about why they have introduced the campaigns
and the importance of their campaigns (Stuart, 2018). This can be communicate informal or
formal, verbal or written and depending on which is the most appropriate. They can
communicate to the large segment of audience by the help of social media, television,
newspaper, billboards etc. As it also helps and motivate the audience also to contribute with in
the social cause they are serving for the society effectively and efficiently.
Measures the desired consumer behaviour change with quantitative and qualitative
insights: For the desired consumer behaviour change the above four campaigns uses both the
quantitative and qualitative insights. The quantitative approach such as they ask questions to the
target audience in the form of questionnaire, polls and surveys which is very helpful for the large
companies like SodaStream, Dove, Guinness and Avatar of Prince. From these responses the
companies can analysed that campaigns are how much to the audience and how they can
influence them to make well thought decisions. In qualitative insights all the four companies
measures the desired consumer behaviour by interview or focus groups and others qualitative
measures as these are not measured in numbers (Wang, Schuetz and Cai, 2021). It can also be
measured by contextual inquiry and customer experience research. It provides the deeper
understanding into shopper behaviour, satisfy the needs and wants and the social cause or
campaigns they are making. It is important to analyse the consumer behaviour which will help
the companies to know about the customers whether they like about their campaigns are effective
or not for the society.
For these approaches outline the measure of success: The success can be measured by
the help of profitability. For example if the SodaStream has earned the high the profit by the use

of campaigns that is earth day campaign then it is successful for its social cause also effectively
and appropriately. The dove's reverse selfie has increases the number of customers or grow its
customer base and communicating the message of build on the real beauty campaign as they are
looking at the pressure young girls experience through social media. The Guinness measures the
success by satisfaction level of the customers by coming to the bars and pubs by measuring all
the safety levels like vaccination or social restriction. The Avatar of Prince; “the man he was
destined to become” as it brought back to the imagines and to life virtually at the age of 30. by
the help of analysing or measuring the consumer behaviour change it will outline the measure of
success at a high level as this can be done by proper or optimum utilisation of resource and can
satisfy their needs and wants efficiently and appropriately (Žugić and Konatar, 2018).
Conclusion
From the above report of brand communication and reputation management it has been
analysed that reputation is an effort to influence how and what people think about a brand or
person when viewed online. Whereas brand communication is important for the brand
management as that companies persuade, inform, enlighten teach and enrich the knowledge of
stakeholders about strengths, brands and fundamentals. In this report four campaigns were taken
which are SodaStream earth day campaign, Dove's reverse selfie, Guinness and Avatar of prince;
“the man he was destined to become”. What they have communicated and how this reinforces
the brand has been discussed by considering the opportunities and challenges. The theory of
brand loyalty has been used in order to consider the impacts on the brands from a reputational
point of view. Apart from this, it has been construct a set of guidelines to inform similar brands
in the future which has included a set of purpose based on approach to their product vision, ethos
and service. In addition to this, how it has communicated to stakeholders and audiences and
measured the desired consumer behaviour change with quantitative and qualitative insights.
Moreover to this, measures of success for these approaches has been outlined.
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