Corporate Reputation: Brand And Communication 1st Edition Fill, Chris; Roper, Stuart - Solutions

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Discuss the communication tactics that Shell used to manage both crises.Should Shell have used different tactics?
Describe how and why the two issues developed into crises for Shell.
Identify the change communication strategy that BA used to communicate the cost reductions and job cuts. Was this the right strategy for the company or should another strategy have been used?
Discuss the effectiveness of employee communication within BA in the light of upward and downward communication, employee voice and participation.
When the take-over was announced, the Body Shop issued pre-recorded interviews to journalists. In your view, should the Body Shop have done anything else (e.g., face-to-face interviews, press conference) to influence the news coverage and framing of the take-over?
Discuss the framing of the take-over of the Body Shop by L’Oréal in terms of the concepts of frame alignment and frame contests. Why do you think that some media reported frames and quotes from corporate press releases while others published alternative frames about the take-over?
Reflect upon the design and delivery of the CER360 programme of training and professional development from the perspective of a communication professional. What are the potential advantages of such a programme?What other areas of training and professional development (e.g., mentoring), if any,
To what extent do you think that process survey tools can be effectively used within corporate communication in other multinational corporations? Are these tools applicable to any type of multinational or instead does their effectiveness depend on characteristics of the corporation —_ as its
Describe the vertical and horizontal structuring of corporate communication within Philips. What can you say about the effectiveness of these structures in the light of the company’s repositioning around ‘sense and simplicity’ and its increased focus on managing its corporate reputation with
To what extent do you believe Sara Lee/DE has implemented suitable initiatives to deal with these tensions? What would you have done differently?
To what extent are these tensions between a central communication department at group level and local communications practitioners at the level of individual business units typical of all multinational corporations? If not, which multinational corporations fall outside this characterization?
Lucent used a symbolic association message style in communication towards employees and a rational message style in advertising towards customers and the general public. Do you think that these message styles were wise choices? What other message styles would have been possible to communicate with
Describe the general communication strategy of Lucent and the specific programmes towards employees, customers and the general public. To what extent do you feel that the programmes are coherent with the overall strategy and are effectively planned and executed?
Consider the four values of the identity and brand positioning of BMW.Are these values, authentic, distinctive and unique from the perspective of consumers and other stakeholders in the premium car market?
Describe the alignment between vision, culture and image for BMW and discuss the potential for gaps between them.
Do employees care what stakeholders think of the organization?
In what ways do its employees and stakeholders interact?
What images do stakeholders associate with the organization?
What strategies and models of communication should the company use for communicating with its different stakeholder groups?
Consider the importance for Starbucks of developing long-term relationships and alliances with different stakeholders. Should the company develop relationships and collaborate with all of its stakeholders or only a select few?
What aspects of the CSR strategy followed by the Co-operative Bank have led to its success and acclaim in the business world? And what, in general, are sound and just tactics in CSR behaviour and reporting?
What were the motives for the Co-operative Bank to adopt its ethical positioning strategy and place it at the heart of all its business operations?Were these motives economic or rather moral in nature?
What, in your view, explains the different uses of the brand name and communication over time?
Can you describe in your own words the development of BP's corporate brand and communication over time?
What could Barclays have done to avoid this crisis? And what, would you suggest, does the bank need to do now to repair the damage done to its reputation?
What was the exact cause or event that led to this communication crisis for Barclays?
Consider the corporate image of Orange in relation-to the following three stakeholder groups; (a) the company’s employees; (b) customers and consumers; and (c) investors and shareholders. To what extent do you feel Orange has succeeded in creating a strong and distinctive image with each of these
Reflect upon the process by which the Orange brand was developed.Why do you think Orange did adopt an integrated approach towards developing the Orange brand and communication rather than a more specialist approach based on advertising or marketing communication?
What is strategic alignment and how might it assist the development of corporate reputation?
Benoit (1997) suggested five ways in which an image might be restored. Find examples to illustrate each of the techniques.
Find two examples of crisis communication and compare and contrast the effectiveness of the communications used through each of the events.
Identify the four categories of stakeholder identified by Nutt & Blackoff (1992), based on their level of importance and whether a stakeholder supports or opposes the organisation’s position on the issue.
How might media relations contribute to corporate communication?
Discuss the view that the communication climate dictates effectiveness of an organisation’s corporate communication.
Identify and explain the different types of managerial conversation suggested by Aggerholm et al. (2010).
Make notes outlining reasons to use lobbying.
Explain the differences between bridging and buffering strategies in public relations.
Discuss the extent to which investor relations should be about providing financial information rather than general information about the organisation.
Make a list of the different ways an organisation might be vulnerable to an internet-based crisis.
Use an organisation of your choice and show how the use of conventional and digital media working together can assist corporate communication.
Compare and contrast two different cause-related campaigns.
To what extent should organisations secure the naming rights to properties they do not own?
Find two examples of corporate sponsorship and try to discover the objectives for the campaign.
What is a cue and how are they used in a public relations context?
Helgesen (1994) suggests that successful corporate advertising campaigns are characterised by two dimensions: professionalism and creativity. Find examples that, in your opinion, support this view.
Prioritise three aspects of visual design and consider the way each influences corporate branding.
List the five dimensions of corporate reputation and show how corporate visual identity might impact upon each of them.
Discuss the view that message framing is necessary in order to convey particular points.
Consumers are thought to consider corporate responsibility in one of three ways, according to Anselmsson & Johansson (2007). What are they and how might they impact on a brand’s communications?
Organisations use a variety of channels and tools to deliver messages about their corporate responsibility. Name seven.
Set out the four features that distinguish an organisation’s core positioning theme. Now find examples for each of the five core positioning themes.
Identify the elements of the corporate identity mix. Select one of them and find four ways in which an organisation of your choice uses it.
Grunig & Hunt (1984) identified four types of communication (publics). What are they and how do they differ from one another?
Write a brief report arguing the case for and against the use of mission statements. How do they assist corporate communication?
Prepare notes for a PowerPoint presentation outlining the key characteristics of a communication climate.
Explain why strong corporate cultures are beneficial to organisations.
Identify the three core characteristics or traits that Albert & Whetten (1985) highlighted as present in individuals and organisations.
Write brief notes explaining the nature of culture in organisations.
Make brief notes referring to three arguments supporting and three rejecting the notion that integrated communications can only be generated from a centralised department.
What are considered to be the three common corporate communication activities?
What do exploring, informing, relating and negotiating mean in the context of communication activities?
Identify three corporate communication tasks undertaken at each of the functional and transitional levels.
Balmer & Gray (1999) suggest that the corporate communication mix consists of primary, secondary and tertiary communication. Discuss ways in which this may be a useful means of planning corporate communication activities.
Using an organisation with which you are familiar, try to identify the main ways in which management communication is used. Do you think this form of communication is being used effectively in the organisation?
Identify the three main types of communication used by organisations.
What are the main ways in which corporate communication can be used strategically?
How have definitions of corporate communication evolved, and what was Cornelissen’s primary view of corporate communication in 2007?
What are the two primary roles that corporate communication can play in the interlinking between reputation and strategy?
Conduct some research into the Red brand and consider the impact it has had.
What is your own opinion on how brands will develop in the future?
Should brands aim to be lovemarks? Justify your perspective.
Why has the anti-branding movement come to prominence? Is it justified in its criticisms of brands?
Should brand communities be managed by the brand or should they be left entirely to their own devices?
Place branding has become a growth area. Provide examples of a town or regional place brand, a city brand and a country brand. Outline the branding strategies of these places in each case.
A brand must possess authenticity. Make notes on the concept of authenticity in relation to brands.
What are the reasons behind the comeback of the retro brand? Illustrate your answer by using examples.
Why do consumers now expect brands to do good rather than simply make profits?
Provide examples of three brands that could be said to have a comprehensive reputation.
What are the advantages and disadvantages of using brand personality over a valuation method (e.g. Interbrand) when measuring brands?
Certain members of staff in third-sector organisations reject the idea that they should consider themselves as brands because it is overly commercial. How would you persuade them that they should embrace branding?
Universities are examples of third-sector brands. How may universities measure their brand value?
Clear objectives and values can assist the creation of a third-sector brand. However, what are the difficulties of creating a brand in this sector?
Choose a not-for-profit organisation. What is it about this organisation that allows us to think of it as a brand?
Brand personality is an alternative method of measuring brands. What other ‘projective techniques’ allow us to measure brands?
Compare and contrast the methodologies used by Interbrand and BrandZ to value brands.
What are the dimensions of the brand equity concept?
ISO 10688 is a standard benchmark of a brand valuation process. What are its strengths and weaknesses?
It is said that brands are more important than the products or services they produce. Why is this?
Why should management be concerned about gaps existing between the viewpoints of different stakeholders of the corporate brand?
Write a paragraph explaining Hatch & Schultz’s Vision–Culture–Image Alignment Model and its importance.
There are many different types of corporate brand, as they are more complex than product brands. Outline some different categories of corporate brand that you are aware of.
What are the risks involved for the firm pursuing a corporate branding strategy?
Select a corporate brand. Draw a diagram that identifies the stakeholders of that corporate brand and the relationships between these groups.
Why has the rise of corporate branding been linked to the rise of the service industry?
Put the 6 Cs of corporate marketing (Balmer & Greyser, 2006) in order of importance.Justify your viewpoint.
Write notes about brand personality. Why has brand personality become important over recent years?
How can the value system of the brand be maintained as the company becomes older?
Outline the differences between a corporate brand and a product brand.
If asked to discuss the issue of the social construction of brands, what key points would you like your audience to take away?
Explain the concept of the triple bottom line as outlined by Elkington (1998).

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Corporate Reputation: Brand And Communication 1st Edition Fill, Chris; Roper, Stuart - Solutions

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