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Safeguarding Brand Reputation: Factors and Remedial Action

The content should demonstrate the application of the theoretical concepts, referencing the course material as appropriate.

Focus on quality of content rather than on quantity. As a guide, the following word count may be used: Maximum total word count (excluding appendices and references): no more than words.

Note please do not choose Volkswagen, nestle, Nike ‘’

Marketers must be proactive to safeguard brand reputation”

Increasingly  brands  are  making  headlines  for  all  the  wrong  reasons  causing  damage  to  brand reputation, leading to loss of sales, customers and ultimately market value.

Listed below are some of the factors that have recently impacted on brand reputation globally:

Poor governance,

Fake news,

Questionable advertising campaigns

Ethical behaviour

PR disasters

Data breaches

This is not an exhaustive list.

Consider this statement “Marketers must be proactive to safeguard brand reputation”. With  this  in  mind,  choose  a  firm  that  has  experienced  reputational  damage  and  address  the following:

(a) Provide a description of the firm, its product(s)/service(s), and the factors that affected the firm’s brand reputation.                                                                                           

(b) Describe  your  selected  firm’s  brand  (refer  to  the  elements  that  constitute  a  brand)  and provide an assessment of the extent to which this firm has been affected by the factor(s) that caused/impacted on their reputation.                                                              

(c)  Summarise  the  type  and  extent  of  coverage  of  the  reputational  damage  to  the  brand. Extrapolate  on  how  you  perceive  the  brand’s  customers  viewed  this  coverage  and  its impact  on  market  share.  Did  the  brand  mitigate  the  negativity  in  any  way,  if  so  how?

Suggest a course of appropriate remedial action that you believe should be taken by the brand.

(d) Describe the concept of ‘Branding’, and outline the primary functions of a brand. Discuss the importance of  brand personality, tone of  voice and brand positioning  when attracting and retaining customers. Provide suitable examples and explain the strategic value of this marketing practice. In your opinion, has the firm you are discussing from a brand reputation perspective  adopted  the  correct  brand  personality,  tone  of  voice  and  brand  positioning? Please ensure to explain your conclusions.

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