Brand Communication and Reputation Management

Assessment - Reflective Report

Learning outcome 1: Demonstrate the following knowledge and understanding:
Demonstrate a comprehensive understanding of the function of marketing communications tools in integrated brand communication programmes by judgingthe effectiveness and outcome of their applications in both analogue and digitalmedia.

Learning outcome 2. Demonstrate the following skills and abilities:
Analyse and critically evaluate strategies for managing reputation and demonstrate how the success of PR activities might be assessed individually and in the context of an overall marketing strategy.

On the basis of a brand case study you will be required to:

1. Outlinefor each of thefour campaignsbelow the following;
- How the communication works for the various brands, using models and theory to support your answer
- What are they communicating and does this reinforces the brand?
- For each of the four, how would you extend this across at least two othermedia?
- You should include reference to appropriate academic theory or frameworks (1,500 words /60% of marks).

The 4 marketing campaigns you should analyse:
Lumo ‘Flight shame'
Astory for frequent flyers! Lumo points out simply choosing to travel using its all-electric train service could help, which has one-sixth the carbon footprint of flying the equivalent journeys.

Dove's reverse selfie
Thoughtful build on the ‘real beauty' campaign, looking at the pressure young girls experience through social media.
Abdul Latif Jameel Motors, Ramadan
Toyota have done their Ramadan celebrations through a range ad.
Avatar of Prince; "the man he was destined to become"
Prince brought back to life virtually and imagines who he would have been at the age 30. The football prodigy is turned into a player in the FIFA‘21 game, signed to his former club, Queens Park Rangers, with sponsorships from major brands including Adidas and JD Sports.

2. Use your insights and learnings from the 4 campaignsabove, to construct a set of guidelinesto make recommendations to similar brands in the future(1,000 words / 40% of marks) and this should include:
• How to include a believable purpose based approach to the brands productethos, vision and service
• How to communicate this to audiences and stakeholders
• Outline your measures of success for these approaches

• Demonstrate a coherent understanding of the main personal and external influences on consumer buyer behaviour and how it impacts marketing communications strategy.
• Be able to evaluate the alternative communication tools and to identify the most appropriate in a given context.
• Demonstrate a critical understanding of the evaluation techniques available and their suitability to measuring specific marketing communications campaign objectives