Brand Management Reputation Marketing

Reputation and Brand Management

Title: Reputation and Brand Management. In the recent years, some companies have been paying little attention to managing their reputations. Although the image of some companies is at risk, they do not see the risk posed by the loss of reputation (Issacharoff & Rave 2013). The BP oil spill accident was one of the largest environmental crises to happen in the recent times because it affected both the marine life and the human sector (Issacharoff & Rave 2013). Although this accident may not have affected the company directly in terms of financial performance, it lost part of its reputation. The company spent a lot of money on restoring the undermined image, although its efforts were not largely successful. The reputation of BP was made even worse by the responses given by the CEO Tony Hayward (Economist, 2018). In particular, the CEO tried to shift blame to other parties without taking full responsibility and making the necessary efforts to curb the situation.

Despite some of the bad remarks made by Hayward, when the accident happened, the company tried as much possible to curb the situation. Even James Ross, the Chairman of BP in the U.S., decided to go to the scene and estimate the level of the accident in order to see how the damage can be minimized. In just two hours after the accident had occurred, BP opted to send skimming team to the accident scene (Du, 2012). In addition, after 24 hours, BP had had already sent about 36 specialists to the site, which was a crucial step due to the fact that it reduced damage which has been caused to the company’s reputation. The measures taken succeeded in one way or the other. The company should have focused further on how to deal with the situation instead of spending a lot of money on PR exercise.

Volkswagen Company in 2015 was involved in emission scandal, whereby EPA issued a statement stating the company had greatly violated the Air Act (Ewing, 2015). According to the report released by EPA, it is clear that their TDI engines emitted a few poisonous gases after conducting a laboratory test, whereby in the real sense it was not the case because these engines emitted about 40 times more poisonous gases (Benjamin, 2018). The scandal affected the reputation of the company because the diesel emissions from the engines made by Volkswagen are not currently considered suitable due to not being environmentally friendly.

In order to solve the problem, Volkswagen came up with ways of reducing the diesel emissions. First of all, the company acknowledged the fact that they were involved in manipulating the tests conducted to investigate the vehicle emissions. The CEO himself apologized to the customers by admitting that the scandal had completely damaged the public trust and customers as a whole (Zhang et al., 2016). In addition, the company decided to pay the fine as result of damage caused by the diesel emissions, although it was costly to the whole organization. The effort made by the company to compensate for the damage caused by the pollution proved to be important because after some time, Volkswagen started to regain its lost customers sales, brand management and Reputation.

Brand Management Reputation Marketing

Also, Wells Fargo scandal was one of the biggest financial crimes committed ever, whereby the bank intentionally created more than 2 million fake accounts (Corkery, 2013). According to the report conducted in 2016, it was clear that this scandal inflicted a lot of damage to the Company because its reputation was largely damaged. For example, negative perception towards the bank increased from 15% to 52% after the criminal activity was revealed, which means that the bank had to witness decreased loyalty and the number of customers as result of the scandal (Corkery, 2013). Most of the customers started leaving the bank because it had already lost its reputation.

Brand Management Dissertation
Brand Management Dissertation

Further, the management of the bank tried as much as possible to restore its image at all cost. For example, after the occurrence of the scandal, it decided to pay compensations to some victims. The bank wasted significant costs on settling the damage done to its reputation by the scandal. For example, it had to pay $ 185 million in order to settle the charges resulting from the manipulation (Mims, 2017). In addition, the bank paid 570,000 customers, whom the company claimed to have taken car loans without their permission (Mims, 2017). After making efforts to compensate the affected customers, the bank’s activity started to alleviate the situation. For example, it managed to win back the faith of some of the loyal customers. In addition, the reputation of the company started to improve to some extent because it made efforts to rectify the fault.

References

Corkery, M. Wells Fargo Struggling in the aftermath of Fraud Scandal. The New York Times, 2013.

Du, S., & Vieira, E. T. Striving for Legitimacy through Corporate Social Responsibility and Brand Management: Insights From Oil Companies. Journal of Business Ethics, 110 (4), 2012: 413-427.

Economist. “A year on, Wells Fargo cannot shake off its mis-selling scandal”, 2018.

Ewing, J. Volkswagen says 11 Million Cars Worldwide are Affected in Diesel Deception. The New York Times, 2015.

Issacharoff, S., & Rave, D. T. The BP Oil Spill Settlement and the Paradox of Public Litigation. Louisiana Law Review 74(2) 2013: 397.

Kervyn, N., Chan, E., Malone, C., Korpusik, A., & Ybarra, O. Not All Disasters are Equal in the Public’s Eye: The Negativity Effect on Warmth in Brand Management Perception. Social Cognition 32(3) 2014: 256-275.

Mims, J. H. The Wells Fargo Scandal and Efforts to Reform Incentive-Based Compensation in Financial Institutions. NC Banking Institute 2(1) 2017: 429.

Preston, Benjamin. “Volkswagen Scandal Tarnishes Hard-Won US Reputation as Green Company.” The Guardian, 2018.

Zhang, B., Veijalainen, J., & Kotkov, D. (2016). Volkswagen Emission Crisis: Managing Stakeholder Relations on the Web. In Webist 2016: Proceedings of the 12th International conference on web information systems and technologies. Volume 1. Scitepress, 2016

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Media Selection Food Advertising Dissertation

Media Selection of Food Campaign Advertising in Thailand and the UK

This dissertation aims to examine the relevant data that is available in the food advertising in the UK and Thailand. This is done with the aim of improving the overall efficiency of food advertising in both countries. The research design is both qualitative and quantitative. It makes use of online and paper-based surveys that target consumers and professionals in the advertising industry. The online survey is focused on consumers in order to identify the important factors that influence their purchasing decisions when making food purchases.

The dissertation based survey is used solely in the UK and targets the advertising professionals in order to identify which factors can improve advertising efficiency. The research findings show that there is a strong correlation between child advertising and obesity in both the UK and Thailand. It also shows that responsible food advertising can contribute to healthy eating in both countries among children and adults. The limitations of the study are that qualitative data from advertising professionals in Thailand could not be availed and this compromises the overall quality of the study.

Media Selection Food Advertising
Media Selection Food Advertising

The main recommendation is that there should be less government and more peer-to-peer regulation. This will reduce the advertising on children that promotes obesity while also improving the overall health of the adults. This study has value by contributing to the overall knowledge of food advertising in the UK and Thailand. This is important when considering the scarcity of information about food marketing in Thailand.

The impact of advertising is important in the food industry in influencing the choices that consumers will make with regards to the food they will purchase. Advertising is able to change the perceptions on what is healthy and appealing and also in stimulating the desire to purchase some certain foods. Consumer eating habits have been changing over the years and this has been significantly influenced by the images and pictures they are exposed to through advertising. The main objective of this research paper is to study the influence of media and advertising on the consumer in terms of the interest it elicits to purchase certain foods.

It will try to identify which media used is the most effective. This will be important in suggesting ways in which food companies based in the UK and Thailand can increase their efficiency in marketing.

Research Questions

  • What is the most appropriate advertising for a food campaign in Thailand and UK?
  • What is the best media which can motivate the consumer to purchase food in Thailand and the UK?
  • How does a buyer decide to buy food in Thailand and the UK?
  • What are the main factors that the consumer considers in selecting media in Thailand and the UK?
  • How can the efficiency of advertising be increased in Thailand and the UK?

Dissertation Contents

1 – Introduction and Background
Background
Objectives of the study
Research Questions
Conclusion

2 – Literature Review
Theories of advertising
Advertising Communication Models
AIDA Model of communication
Hierarchy-of-effects model of advertising Communication
The Innovation-Adoption Model
The high-low involvement model
Consumer Behavior Models
Anatomy of Purchase theory
Cognitive-dissonance theory
Cognitive-response theory
Stimulus-Response theory
Effects of advertising on children
Advertising Repetition
Characters in advertising
Pester power
Food and beverage advertising for children
Advertising Industry in the UK
Effects of food advertising on adults in the UK
Effects of food advertising on children in the UK
Advertising industry in Thailand
Effects of food advertising on adults in Thailand
Effects of food advertising on children in Thailand
Literature Review on the food industry
Classifications of innovations in the food industry
The effect of advertising on the efficiency of food distribution
UK Food industry
Food industry in Thailand

3 – Research Methodology
Research Design
Procedure
Limitations

4 – Findings
Analysis of research questions
Findings of Quantitative Method
The time spent on food advertising
Strategies used in food advertisement
Promotion channels for food advertising
Discussion

5 – Summary and Conclusion
Limitations
Recommendations

References

Appendix
Questionnaire

Download This Dissertation Here: Media Selection Food Advertising Dissertation

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Customer Buying Behaviour Dissertation

Customer Buying Behaviour Towards Store Own Brand Products: A Case Study Of Tesco

This dissertation aims to address and understand how customers behave when they are aware of store own brands. What types of customer buying behaviours are commonly observed in this situation? For this purpose, three specific questions were made that included What are the factors affecting consumers’ buying behaviour towards store brands, particularly offered by Tesco? What kinds of effective strategies (marketing and distribution) can be adopted by the management of Tesco and other retailers to sell store brands selling in order to fascinate buyers? And what is the buying behaviour/attitude of customers towards purchasing of Tesco own or store Brand and what types of buying attitudes are used by the people for purchasing process? Using the quantitative research approach, the data was collected from 50 participants and analysed through SPSS.

Buying Behaviour Dissertation
Buying Behaviour Dissertation

The results of the study highlighted that customers’ behaviour is changing over time towards Tesco store brands. These changing customers’ behaviours belong to different types such as dissonance behaviour, complex buying, variety seeking, and habitual attitude. The results concluded that price, innovation, quality, brand image, and customers’ age and gender consideration are the key factors influencing customers’ buying attitude. The study suggests that improvement in innovation, high promotion through different mediums, effective pricing (element of marketing mix approach) and business extension can be adopted as influential strategy to attract customers more towards Tesco store brands.

Dissertation Objectives

  • To explore the attitudes (types of behaviours) of buyers towards Tesco Own/Store Brands and to reveal some important aspects behind buying trends
  • To find the factors affecting consumer behaviour of people towards store brands
  • To evaluate the effective strategies (marketing and distribution) that must be considered or continued by store brands selling retailers like Tesco in order to fascinate buyers towards store brands

View This Dissertation Here

Dissertation Contents

1 – Introduction
Background and Rational to the Study
Problem Statement
Research Aim(s) and Objective(s)
Research Question(s)
Main Question
Sub-Question(s)
Potential Contribution of the Study/Significance

2 – Literature Review
Customers’ Behaviour and Store Brands’ Buying
Store Brands or Own Brands
Customer Behaviour in the Context of Store Brands
Types of Customer Behaviour and Store Brands
Complex Buying Behaviour
Dissonance-Reducing Buying Behaviour
Habitual buying behaviour
Variety Seeking Behaviour
Factors Affecting Consumer Behaviour (Positive/Negative Determinants)
Impact of Influencing factors on Store Brands’ Demands and Businesses
Effective Strategies to Fascinate Customers towards Buying of Store Brand

3 – Methodology and Design
Research Philosophy
Research Design and Strategy
Research Approach
Data Collection Method
Sample Population
Data Analysis
Ethical Consideration

4 – Case Study

5 – Findings and Analysis
Participant Details
Descriptive Results

6 – Discussion
Discussion Based on Research Questions

7 – Conclusion

References

Appendix
Questionnaire

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I hope you enjoyed reading this post on Customer Buying Behaviour Towards Store Own Brand Products. There are many other titles available in the Marketing Dissertation Collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Digital Media Marketing Research Project

Digital Media

By definition, digital media refers to digitally compressed content that includes photos, audios and even videos, which are then encoded and shared via computer networks. The past decade has experienced a surge in new technology that affects digital media, including the continued release of new and better computers, phones and the tossing of old models. Digital media has affected how a majority of the activities in the world take place; the quality of normal day to day activities has also been highly affected by different digital media works. Learning about the different digital media works and the devices that aid them makes it easy to know how to live within the new standards that continue to be set through this platform.

The focus of this paper is the smartphone. This device was created in the year 1994 where it was only able to work in fifteen states in America. Around twenty years down the line, the smartphone has developed in ways that its inventors never thought was possible. With the numerous apps that it contains and the hundreds of functions that every basic smartphone can perform, digital media continues to thrive. Movies are a type of digital media that have had a lot of resources poured into their development and creation. In the past, it was only possible to access movies at the theater whereas today, people have all the movies that they can watch on their smartphones. The devices have affected the profits that theaters made in the past since people are capable of accessing them even before they reach the theaters. This has affected some human activities by rendering some people jobless, such as people who were previously employed in theaters (Dewdney and Ride).

The kind of advancement that is used in the creation and functioning of the smartphone has led to the users of the phone having open access to all sorts of programs and information found on the internet. People can share information, pictures, and videos with very little restrictions. This has resulted in people making all their decisions based on what the trends state, thus showing the extended influence that smartphones and the digital media accessed through them has on its users. Apps such as Snapchat, have their subscribers taking videos and sharing them with anybody willing to see them on the internet. This has led to human interactions being reduced to interactions through the internet. Smartphone users have very limited face to face interaction with others since they are constantly found on their mobile phones.

Another function of the smartphone is that it makes it easy for gamers to access their games even when they are away from their consoles. The gaming industry is a part of the digital media world that has greatly grown in the past decade. Day after day, new and more improved games come up, most having more and more realistic formats that enable the users to feel like they are in the actual game.

The game developers have gone an extra mile and ensured that a majority of the games have a version that is accessible on smartphones, such as the famous “Call of Duty.” These games have made it increasingly difficult for the gamers to leave their homes and do things that are a lot more productive. Some extreme gamers go to the extent of not leaving their houses for long periods of time simply because they cannot stand being away from their games; and when they do leave the comfort of their homes, they play on their phones. Though they are helping in the growth of the video game industry, some of their activities are affected, such as their health, their social relationships and in general their social skills.

Some smartphone companies have even decided to go into business with owners of video games, where they have the video games featured as part of the apps that are provided on the phone. This has become very advantageous to all the parties involved, and the smartphone companies make more money, the video game owners make money since people play their games and the gamers have something to do with their phones. However, it is important to note that having the games on the smartphones further promotes the anti-social behavior that is exhibited by most gamers. Another effect seen on the human activities is that most smartphone users are not able to cope with a situation in their real lives as they are used to the gaming reality (Healey).

The smartphones are the greatest aids of social media. Numerous social network forums have been created over the past few years, and they are all accessible through the mobile phones. An example of such social media is Facebook. This is a social network that has millions of subscribers who use it to voice their opinions and share parts of their everyday lives with other all over the world.

Digital Media
Digital Media

Such platforms have taken over how people work their life choices and everything that impacts their lives. Social media has transformed the world from a place where people had very high levels of privacy to a place where nothing is private. One can access information about a person by simply using their phone to go through their different social media accounts. Further proving how nothing is private any longer (Matheson). When watching the news, there is always some form of news that is related to social media, showing how much it affects our lives (Healey).

Social media has also made it possible for people to voice their opinions on the issues that affect them. Unlike the past where people could only voice their frustrations about the decisions taken by companies and governments through strikes and other forms of industrial action, today people take their opinions to social media. The most recent example of using social media as an outlet is the “black lives matter movement.” People used social media to show that they were not impressed with the number of African Americans lives that were lost in the United States in a very short span of time. This is a very good example of how social media, has been used to affect human activities (Demers).

People used their mobile phones to spread the message on the importance of black lives. Smartphones have also aided in the increase in negative activities. Schools allow students to have their smartphone even in school, and this has led to the increased cases of bullying. Some students use their phones to access very private information about their “enemies” and then spread it to the rest of the school. This leads to extreme cases of bullying being witnessed in learning institutions.

Smartphones allow people to have access to very many forms of digital media, be it games, movies and or social networks. The forms of digital media that are accessed on smartphones are very similar to those accessed using tablets. Smartphones have taken over what most people do with their time. Though governments have tried to restrict the kind of information that people can access through their smartphones, a lot of it is still accessible to them. The smartphones have a lot of influence on the direction that people take. Numerous human activities continue to be influenced by the different digital media works that are accessible on smartphones. The rate of productivity in teenagers has also reduced when compared to a decade back because the teenagers are constantly on their phones. Some parents go to the extent of buying smartphones for children as young as seven years old, thus exposing them to the many dangers that lurk on the internet. When exposed at such an age, the children have to learn how to live with the social expectations that the society imposes on them through the internet (Perse).

That aside, the digital format in smartphones has made them the most recent form of media use. Using an example of Samsung and the iPhone series, one can see the influence that the two brands have on human activities. The two companies are constantly trying to outdo each other by coming up with new phones, one after the other. Therefore, people work to obtain the latest models of the smartphones. This means that people have become more focused on working to buy the smartphones than working to achieve other goals.

Conclusion

Digital media is the world that is yet to be fully understood and developed. Those people that have managed to break into the digital market have reaped a lot of profits from their ventures. Digital media works have had a lot of influence on human beings for over a decade. People have changed how they view matters depending on how social media reacts to what they have done. Human activities have changed since they have had to evolve so as to reap the many benefits that digital media has to offer. There have been some very notable forms of digital media that have affected how people view things.

A good example is a movie, 12 years a slave that got a lot of media attention by showcasing the plight of a black slave. The movie got people talking and brought up a new form of respect for African Americans whose ancestors were slaves. All in all, people should not let digital media affect their behavior and lives in negative ways. They should make sure that they follow only the positive works that promote and improve the quality of their lives. Parents should also take it upon themselves to ensure that the digital media works that their children are exposed to are closely monitored. This will help curb bad behavior such as bullying, which may develop at an early stage. Digital media works have been thoroughly promoted through smartphones; therefore it is important to make sure that whatever one does with their smartphone does not negatively affect them in their present or future life.

Works Cited

Demers, Joanna. “Discursive Accents in Some Recent Digital Media Works.” Oxford Handbooks Online, 2013.

Dewdney, Andrew, and Peter Ride. The Digital Media Handbook. Routledge, 2014.

Healey, Justin. Social Impacts of Digital Media. Spinney P, 2011.

Matheson, Donald. Media Discourses: Analysing Media Texts. Open UP, 2005.

Perse, Elizabeth M. Media Effects and Society. L. Erlbaum Associates, 2000.

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Marketing Dissertation Price Supermarket Industry

Investigating the Impact of “Price” As a Positioning Factor in the UK Supermarket Industry: A Study of Tesco

Dissertation Topic: Price Positioning in the UK Supermarket Industry. Tesco is currently the market leader in the UK retail industry (and has been since 1995), since the launch of the Tesco Clubcard. It has been claimed that Tesco has created customer loyalty by introducing the Clubcard. However, it is possible that the Clubcard does not necessarily create loyalty; rather, it helps the company to understand and predict customer behaviour, and to an extent, influence customer behaviour through various price deals and offers.

It has been established that customer loyalty can certainly improve the probability that an organisation’s profits will increase. In the case of Tesco, loyalty has not actually been created although the company has established a way of predicting and influencing consumer behaviour (to an extent) through the loyalty card. Since customer satisfaction is one of the key ingredients that contributes towards customer loyalty, it can be said that at the moment, Waitrose, Aldi, and Lidl are at a better position to create customer loyalty, for whatever reasons.

Supermarket Industry Pricing Strategy
Supermarket Industry Pricing Strategy

Customers generally do not differentiate the companies based on the prices they offer, rather, they differentiate the products based on the perceived quality. The problem is that companies such as Tesco, Morrisons, and ASDA have similar price structures, and as such, pricing may not be the point of difference for the consumers. Tesco’s positioning on the basis of price (every little helps) may not help the company to gain a significant advantage over the competitors, although it may contribute to maintaining this advantage.

Dissertation Objectives

Based on the assumption that pricing is not the factor by which consumers differentiate companies, the following research objectives have been composed:

  • To analyse the extent to which pricing is a differentiating factor (as seen by the customer) that influences consumer buying behaviour in the supermarket industry
  • To identify whether price positioning (as seen by the customer) is a viable option for supermarkets

1 – Introduction

Statement of the Problem
Research Objectives
Research Questions
Hypothesis
Dissertation Outline

2 – Research Methodology
The Research Philosophy
Ontology
Epistemology
Position on Philosophy
Research Approach
Deduction
Induction
Combined Approach
Research Design
Research Strategy
Grounded Theory
Ethnography
Case Study
Data Collection Techniques
Sampling and Population
Focus Group Interviews
Questionnaires
Scope and Limitations
Gaining Access and Research Ethics

3 – Literature Review
Price Image Dimensions
Price-Quality Link
Price as a Market Cue
Ego-involvement and Price
Price and Retail Patronage
Price Premiums and Brand Equity
Role of Price in Strategic Positioning
Expectation Theory in Consumer Behaviour
Henry Assael Model

4 – Discussion and Analysis
Qualitative Research Report and Analysis
Quantitative Research Report and Analysis
Discussion on the Findings
Is price a differentiator in the supermarket industry?
Is the low end price position viable for retailers?
The Hypothesis

5 – Conclusions

References

Appendix
Questionnaire Summary

View This Dissertation Here

I hope you enjoyed reading this post on the Impact of “Price” As a Positioning Factor and how it affects the UK Supermarket Industry. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.