Analysis of Brand Communication and Reputation Management Strategies

This report delves into the critical aspects of brand communication and reputation management. It begins with an introduction defining brand reputation management and its significance. The main body then analyzes marketing campaigns, including Nike's Grenfell Athletic FC, Greenpeace's Downing Street Disaster, Pandora and lab diamonds, and Guinness. For each campaign, the report dissects the marketing mix, identifies opportunities, and highlights challenges. Building on these insights, the report proposes a new campaign for online environmentally friendly food takeaway services, detailing the product, target customers, and relevant marketing mix elements. The report concludes by summarizing the key findings and emphasizing the importance of strategic brand management for organizational success, supported by references to relevant books and journals.

Brand Communication
and Reputation
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Discuss the campaigns and demonstrate different part of marketing mix and identify
opportunities and challenges for each one of them................................................................3
TASK 2............................................................................................................................................7
With the help of 4 campaigns above, a new campaign launched which is online
environmentally friendly food take away services.................................................................7
CONCLUSION.............................................................................................................................10
REFERENCES..............................................................................................................................11
Books and Journals...............................................................................................................11

INTRODUCTION
Brand reputation management refers to the process of taking initiatives for managing the
value of brand among customers in market. Strategic actions should be taken by organisations so
that they can improve the overall image of company. Managers should protect and monitor all
the regular activities so that they can maintain reputation in effective manner (Zakari, Dogbe and
Asante, 2019). It is essential part for every organisation to manage their reputation as it directly
affected to their profitability and growth. It can shape the perception of the targeted audience
towards a brand which should be maintained in positive manner so that they can increase their
sale. Businesses uses digital platforms in order to manage their reputation in market with the
help of social media, reviews and feedbacks. This report will include elements or campaigns
which will be discussed with the help of marketing mix and their opportunities and challenges
will be discussed in this report. With the help of learnings and insights a new campaign can be
launched in this report.
MAIN BODY
TASK 1
Discuss the campaigns and demonstrate different part of marketing mix and identify
opportunities and challenges for each one of them.
Marketing campaigns helps organisation in promoting their products and services with the
help of different media platforms. They can use platforms like television, print media, radio and
other online platforms like Twitter, Instagram and Facebook. It increases the brand awareness of
organisation by reaching to different segments of customers in short period of time.
Nike’s Grenfell Athletic FC
This campaign was launched to collect the donations from companies by the brother and
sister, written by Georgi Banks and Andy Fowler. The ad shows green threads of Athletic shirts
which is interwoven into railings, brickwork and stairwells of the building (Ramos and Casado-
Molina, 2021). It covers the large area by the shirt so that they can influence the mind of viewers
for donation of football community. This campaign was supported by Harry Kane and Raheem
Sterling who are England footballers and by Rita Ora who is singer. They use social media
platform for marketing purposes which includes promotion.

Opportunities of this campaign are discussed below:
 It can easily attract a large number of investors for creative community for good cause. It
helps talented people in growing their career so that football club can achieve their
success.
 All the earnings from campaign is committed to charities and other non-profit
organisations. This Social enterprise helps in changing the scenario of football
community by encouraging their growth and development by contributing efforts.
Challenges of this campaign
 Initially there were various issues faced by brother and sister in sharing information of
campaign due to lack of support and resources. This results in time consuming campaign
which delay various operations.
 This campaign was not eco friendly which disturbs various factors of environment. It
results in negative impact of the over all nature which should be focused by the members
of the campaign.
A Downing Street Disaster; Greenpeace
This campaign was created by ecological specialist and humanitarian which focus on the
reduction of usage of plastic materials. This campaign includes dummy of Boris Johnson who is
politician of UK. It is the animated presentation of government failure in handling of plastic
pollution. UK government burned their plastic in Tukey which is expose in front of media. They
banned all the plastic waste import from UK as it affects their wildlife and people (Lim and
Young, 2021). Government of UK should take care of their plastic waste and take responsibility
to recycle them in effective manner. This is a comedic campaign which shows actual amount of
plastic dumb which UK produce in single day. This shows major concern caused by plastic
waste which should be minimized and recycled in effective manner. Government should take
initiatives so that they can tackle the issue in required manner so that it does not create
disturbances in environment.
Opportunities are mentioned below of this campaign:
 This campaign shows the reality of country which results in promoting green and clean
environment. It assists in formulating various strategies and policies in order to reduce
the usage of plastic material. Government can effectively overcome the current situation
related to plastic pollution.

 It helps in maintain balance of environmental factor which results in improvement of
living standard. The quality of air is getting better with the help of this campaign which
is positive factor for all the elements of society.
Challenges of this campaign:
 This campaign involves huge investment as 2 minute film take 14,600 hours or this can
be calculated as 20 months. It takes lot of efforts, capital and time which is biggest
challenge.
 Representation of plastic waste involves thousand of different combination of piles
dropped on digital set. In order to create realistic representation of video, member have to
carry out deep research.
Pandora and lab diamonds
This campaign suggests that Pandora jewellery brand becomes first retailer who have
stopped using mined diamonds for selling purposes. They switched to lab grown stones due to
some of the ethical concerns. It makes diamond jewellery more affordable for people who prefer
to buy them. They want to sell products in best lower prices which is one of the elements of
marketing mix (Heffernan, Wilkins and Butt, 2018). They offer charm bracelet which are best
known in the market which are produced by lab diamond collection. They have maintained wide
range of jewellery which includes necklaces, earrings and rings. They thought about various
environmental issues which results in switching their operations to lab grown diamonds. It
results in higher demand of diamond which are lab grown as they possess same characteristics
like mined. Lab grown diamonds maintain their standard and quality and fulfil basic
characteristics which include 4 c’s such as colour, cut, carat and clarity.
Opportunities of Pandora and lab diamonds are:
 They offer best affordable prices to customers which help them in higher revenue
generation. It attracts large number of customers from different part of world. They sell
in half of the prices of mined diamonds which is positive factor for them.
 Switching towards lab grown diamonds help country in saving their environment from
various damages. Preservation of natural mined diamond is very essential as it assist in
maintaining in the balance in natural resources.
Challenges of Pandora and lab diamonds are mentioned below:

 Due to the lab originated diamond, individuals face challenges in reselling them. The
value and price of diamonds degrade and lower down which is negative factor.
 They have to face large n umber of criticism as some of people thought they charge
prices for artificial diamond. It is hard to believe for them that it contains all the
characteristics which natural diamond possess.
Guinness
This campaign was initiated in order to raise funds for pubs so that they can commence
their operations in smooth manner. The impact of covid 19 led to closure down of pubs across
the UK. It aims to contribute £30M so that they can help different bars and pubs and support
their employees around the world. Hospitality sector faced lot of issues in operating their
businesses due to imposition of lockdown (Badrinarayanan and Sierra, 2018). Long term
packages are provided to hospitality sector so that they can effectively grow and develop their
business. They also assist in reopening bars and pubs by helping in hygiene measures and
provide equipment. Millions of jobs can be provided by effective operations of pubs, bars,
restaurants and hotels to the youth of world. This campaign lower down the effects of covid 19
which assist in overcome various problems. It opens up pubs and restaurants for celebrations so
that people can enjoy their special moments with each other. They also distributed safety PPE
kits to front line workers in hospitality industry so that they take care of their health.
Opportunities of Guinness are mentioned below:
 This campaign has been successfully supported people whose survival depends on
hospitality industry so that they can maintain their living standard. It assists in
maintaining better health which is essential for commencement of quality operations.
 This campaign provides happiness to millions of people by opening up services of
hospitality industry so that they can explore new things. Pubs and bars provide complete
services which is better opportunity for growth and development.
Challenges of Guinness are mentioned below:
 Due to lack of awareness, government of UK denied to support the bars and hotels which
results in their failure. This have impacted on the life of large number of employees
working in hospitality industry.

 Covid 19 and imposition of lockdown is the biggest challenged for this campaign
(Rashid and Mustafa, 2022). As people do not prefer gatherings and parties which lower
down the profitability.
TASK 2
With the help of 4 campaigns above, a new campaign launched which is online environmentally
friendly food take away services
Environmentally friendly food Takeaway services is very helpful as it assists in
maintaining healthy balance in nature. It helps in achieving various competitive advantages by
involving innovative and creative ideas in services. Priorities of customers can be fulfilled by
providing eco-friendly Takeaway services which results in higher revenue generation.
About the product
The expansion of internet services helps various organisations in providing and warm
environmentally friendly food delivery services by allowing customers paying amount
electronically. It reduces pollution from planet as they involve sustainable practises in their
services which maintain quality of environment (Schmidt and Redler, 2018). It provides
opportunities to small organisation in expanding their business without investing huge capital
through online services. It promotes digital payments so that people can go cashless which is
also contributing factor in maintain environment environmentally friendly. Large number of
food delivery app are established so that people can order their food in one click. It saves efforts,
time, cost and human efforts which assist in better growth and development.
Define the customers and insights which are required
Most of the people prefer online services due to their busy schedules. It helps them in
multitasking which improve their productivity and performance. Growth of advancement and
technology leads to using online services which are fast and cost effective. Men, women, adult
and children of society use to avail online services which maintains the proper balance of
environmental factors (Shamma and Bisht, 2021). Customers require accuracy in services so that
they can engage themselves for longer period of time. Applications should be made simpler and
easier to use so that they can attract large number of customers. most of the audience nowadays
become tech savvy which is positive factor for online food takeaway services which is
environmentally friendly. Current market trends should be properly analysed so that features can

be added according to the demands and requirements of targeted audience in effective manner.
organisation should understand the behaviour of their customers so that they can add features
according to that which helps in achievements of goals and targets.
Which are the elements of marketing mix are required to engage targeted customers
Organisations use various techniques and tools in order to promote their services and
products in targeted market area. Online environmentally friendly food Takeaway services can
use marketing mix framework so that they can increase their brand awareness. It includes
various elements which assist in promoting services so that company can achieve their goals.
Different elements of marketing mix are used by online food Takeaway organisation which are
discussed below:
Pricing: It is the amount and value customer pay for services they avail from the
organisation. Online services which provide facilities for food Takeaway should set prices in
affordable manner so that they can engage large number of people (Aula and Mantere, 2020). It
is important that quality of services it should justify the prices which organisation wants their
customer to pay. This element is important factor in generating revenues of business which
should be majorly focused by organisation.
Promotion: This element of marketing mix is responsible in communicating with the
targeted audience on regular basis. It includes various methods like public relation, advertising,
social media platforms and many more which should be used by organisations. Online food
Takeaway services should promote their services in effective manner so that they can update
their customers which results in increase in profitability.
Product: This is the main element which is offered by organisation and it can be tangible
and intangible in nature. Services are also part of this marketing mix elements which are offered
by organisation in order to engage customers. Environmentally friendly food Takeaway services
should maintain standard and quality in their practises so that they can sustain for longer period
of time.
Place: This element suggest organisations should select locations for offering their
products and services in appropriate manner so that they can increase number of customers
(Matarazzo, 2021). Online services for food Takeaway should expand their reachability
according to their targeted audience so that people can access them in required manner.
How to integrate these elements

The elements of marketing mix should be collectively used by organisation in an
integrated manner. They should focus on each and every aspect including pricing, promotion,
product and place as all these factors helps in achievement of success. Food Takeaway online
services should analyse the targeted audience so that they can use these elements in customise
manner which assist in providing better quality services. Promotional activities using social
media and advertising should involve content which influence the mind of their audience so that
sale can be increased (Sharma and Joshi, 2022). The elements of marketing mix should be
collectively used by organisation in an integrated manner. They should focus on each and every
aspect including pricing, promotion, product and place as all these factors helps in achievement
of success. Food Takeaway online services should analyse the targeted audience so that they can
use these elements in customise manner which assist in providing better quality services.
Promotional activities using social media and advertising should involve content which
influence the mind of their audience so that sale can be increased.

CONCLUSION
From the above report it can be concluded that organisation should formulate a strategy in
order to manage their brand reputation. It is important to track all the regular activities of
management which assist in managing reputation in the targeted market. Records should be
maintained on regular basis regarding activities so that they can maintain loyalty and trust
among customers. This report has included various campaigns and their challenges and
opportunities. Learnings from those approaches assist in launching a new online environmentally
friendly food Takeaway services. It includes about customers and different insights which are
required and different elements of marketing mix which organisation uses for better engagement
of customers.

REFERENCES
Books and Journals
Aula, P. and Mantere, S., 2020. Strategic reputation management: Towards a company of good.
Routledge.
Badrinarayanan, V. and Sierra, J.J., 2018. Inferred social approval and brand tribalism: a tale of
two communities. Journal of Product & Brand Management.
Heffernan, T., Wilkins, S. and Butt, M.M., 2018. Transnational higher education: The
importance of institutional reputation, trust and student-university identification in
international partnerships. International Journal of Educational Management.
Lim, J.S. and Young, C., 2021. Effects of issue ownership, perceived fit, and authenticity in
corporate social advocacy on corporate reputation. Public Relations Review, 47(4),
p.102071.
Matarazzo, M., 2021. Cross-border acquisitions and offshoring strategies: the effects on
countryplace image and reputation. In Marketing Countries, Places, and Place-
associated Brands (pp. 228-245). Edward Elgar Publishing.
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.
Rashid, S. and Mustafa, H., 2022. Corporate reputation antecedents and stakeholder loyalty in
Malawi higher education institutions: employees’ and students’ perspectives. Tertiary
Education and Management, 28(1), pp.101-117.
Schmidt, H.J. and Redler, J., 2018. How diverse is corporate brand management research?
Comparing schools of corporate brand management with approaches to corporate
strategy. Journal of Product & Brand Management.
Shamma, H.M. and Bisht, A., 2021. RANKING COUNTRY REPUTATION: A D8
PERSPECTIVE. Academy of Marketing Studies Journal, 25(4), pp.1-16.
Sharma, R. and Joshi, R., 2022. The effect of bank reputation on loyalty–the moderating role of
bank type. South Asian Journal of Business Studies, (ahead-of-print).
Zakari, M., Dogbe, C.S.K. and Asante, C., 2019. Effect of celebrity endorsement on
telecommunication companies’ reputation: The moderating role of celebrity
characteristics. Management Research Review.