Restructuring Brand Image

Running Head: RESTRUCTURING BARND IMAGE
Restructuring Brand Image
Name of Student
Name of University
Author Note

1RESTRUCTURING BRAND IMAGE
Executive Summary
This research talks about restructuring the image of bank through a social media campaign. The
bank has faced certain controversies and now they are desperately trying to rebuild their image.
They had decided to capitalize on the ‘Me Too’ movement as it has garnered a lot of attention
and praise in the recent times. This research has shown that the movement has a lot of
controversies, feminists were divided in their opinion of the movement, many said that it did not
meet the end it was supposed to and many believed that it was not enough inclusive. Hence
taking up this movement might not help in rebuilding the brands identity. With the help of the
radical structural paradigm, it can the said the bank being at the position of the power and the
women whose wishes were not fulfilled through the movement, might e in conflict with each
other and this might lead to a structural change in the bank’s hierarchy. In that case, taking up the
‘Me Too’ movement might prove harmful for the company’s image. The research has given
certain alternative idea for the social media campaign such as childcare, education of the girl
child and gender disparity and work force. The research suggests that these might help the brand
in rebuilding their image.

2RESTRUCTURING BRAND IMAGE
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Reasons for a Backlash against the Social Media Campaign......................................................3
Understanding the Negative Impact of the Campaign through Radical Structuralism...............4
Recommendations for Helping the Bank with Social Media Campaign.....................................6
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

3RESTRUCTURING BRAND IMAGE
Introduction
A bank that has been hit by many scandals for the past few years, needs to reconstruct its
brand image so that the business of the bank does not get affected more than it already has. They
breached anti-money laundering laws, withheld payouts and the bank charged deceased customer
for services they obviously did not provide. Another major reason why the bank has been
criticized is its lack of diversity among its employees. To improve this image of the bank, the
executives have decided to engage in some corporate social responsibility (Homburg, Stierl and
Bornemann 2013). They have been trying to change this negative image into positive through
some corporate social responsibility; the bank has set aside some budget to invest in some in
some non-profit organizations. They have decided to capitalize on the ‘Me Too’ movement and
invest their money on organizations that deal with violence against women. They have planned
on developing a social media campaign focusing on the ‘Me Too’ movement. But there are
certain ideological problems in doing so. The movement has its own controversy, many
journalists have criticized the movement saying that is not effective and it has not reached
everyone equally (Sabur, 2019). To use such a movement in building their brand image would
not solve their problem but escalate it. This report will try to find out the reasons why this social
media campaign is not good for the brand image and it will use the theory of radical
structuralism to point out the disparities in the movement and the rand campaign.