MAR036-6 Brand Communication and Reputation Management Assessment 1

MAR036-6 Assignment Brief

What am I required to do in this assignment?

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

Outline how each of the four campaigns below work for the various brands; what they are communicating and how this reinforces the brand. Also consider for each of the four, what the opportunities and challenges might be for extending this to a more integrated approach across other media. You should include reference to appropriate academic theory or frameworks and consider the impact on the brands from a reputational point of view (1,500 words / 50% of marks).

The 4 marketing campaigns you should analyse:

SodaStream Earth Day campaign
A campaign by SodaStream using the sister of Facebook founder to reinforce the message; “Don’t just share show you care” by using less plastic 

Dove’s reverse selfie
Thoughtful build on the ‘real beauty’ campaign, looking at the pressure young girls experience through social media 

Guinness

Welcoming back and helping out pubs with a £30m fund 

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 Kiyan Prince: The FIFA Player Who Could Have Been | A Tribute to Lost Potential

2. Use your insights and learnings from the 4 campaigns above, to construct a set of guidelines to inform similar brands in the future (1,000 words / 40% of marks) and this should include:

How to embed a purpose-based approach to their product ethos, vision and service

How to communicate this to audiences and stakeholders

How to measure the desired consumer behaviour change with qualitative and quantitative insights

Outline your measures of success for these approaches

What do I need to do to pass? (Threshold Expectations from UIF)

Demonstrate a coherent understanding of the main personal and external influences on consumer buyer behaviour and how it impacts marketing communications strategy.

Evidence appropriate knowledge of positioning and branding strategies.

Be able to evaluate the alternative communication tools and to identify the most appropriate in a given context.

Indicate a critical understanding of the evaluation techniques available and their suitability to measuring specific marketing communications campaign objectives.

How do I produce high quality work that merits a good grade?

We will be filling this section together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.

How will my assignment be marked?

Your assignment will be marked according to the threshold expectations and the criteria on the following page.

You can use them to evaluate your own work and consider your grade before you submit.