MKTG60336

Corporate Brand and

Reputation
-
Guide for Individual
Assignment
 Introduction
• Module Title: Corporate Brand and Reputation
• Module Code: MKTG60339
• Attempt: First Sit
• Group or Individual: Individual Assignment
• Assignment Number: 2 of 2
• Assignment valid until: October 2024
• Assignment Title: Individual Poster Presentation: Corporate Reputation Strategy
• Weighting: 70%
• Assignment set by: Aiman Abousher
• Assignment verified by: Francesco Meca
• Time Limit: 2 Minutes
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 Submission Date and Time
• Method of Submission:
• Canvas Submission by Each Student
• Submission Date and Time:
• 29-March-2024, 4:00pm
• Name your file in this way:
Company Name_Key Driver Chosen_Student ID_Name
• For example: if your name is Nguyen Van Tuan, Student ID: HAN1000000,
your brand is Apple, and you chose “Leadership” as the key reputation driver.
• Then you need to title your file as “Apple_Leadership_HAN1000000_Nguyen
Van Tuan”
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 P r e s e n t a ti o n A r r a n g e m e n t s

• Venue:
• Building B. 3-11 Multipurpose Hall

• Date and Time

• 5-April-2024, 9:30am - 12:00noon (Tutorial 1)

• 5-April-2-24, 2:00pm – 4:00pm (Tutorial 2)

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 Presentation Timeslots
Tutorial 1 Group No. Presentation Time Student Name Student ID
1 9:30-9:59 CHU QUANG HIEU HAN20090035
2 10:00-10:29 Bui Quy Duong (Leader) HAN21080065
Matsuda Minh Ngan HAN21110044
Nguyen Thao Linh HAN21080515
Doan Thi Thuy Duong HAN 21110016

3 10:30-10:59 Nguyen Thuy Ngan (Leader) HAN21090018

Tran Nguyen Bao Ngoc HAN21090029
Vu Duy Tung HAN21110025
Cao To Ngoc Linh HAN21080526
Nguyen Khanh Linh HAN21070040
Nguyen Dang Ngoc Phap HAN21080513

4 11:00-11:29 Tran Thanh Tung (Leader) HAN21110026

Vu Minh Chau HAN21090027
Le Hoang Quoc Bao HAN20030007
Tran Thanh Huyen HAN21110039

5 11:30-11:59 Nguyen Ngoc Anh HAN21100196

Lai Chau Anh HAN21100191
Nguyen Truong Giang (Leader) HAN21110045
Le Quoc Vuong HAN20090243

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Le Nguyen Nhat Quang HAN22010008
19/03/2024 Bui Tuan Viet HAN21110036
 Presentation Timeslots
Tutorial 2 Group No. PreTime Student Name Student ID
1 2:00-2:29pm Lam Minh Dang HAN 21110046
Le Hoang Thien Minh HAN 21080506
Ngo Duc Hoang Bach (Leader) HAN 21110024
Nguyen Duy Hung HAN 21080492
Tran Hoang HAN 21070063
Nguyen Minh Tuan HAN21090019
2 2:30-2:59pm Nguyen Thu Tra (Leader) HAN21110004
Nguyen Le Khanh Linh HAN21070028
Vu Quynh Chi HAN21090022
Nguyen Duc Hiep HAN21090024
Doan Hai Minh HAN21070013
Hoang Anh Dung HAN21110007
3 3:00-3:29 DOAN MY ANH HAN22010011
NGUYEN THANH CONG HAN21090025
NGUYEN NGOC LINH ANH HAN21110014
LUC DIEU LINH PHUONG HAN21110043
TRAN ANH THU (Leader) HAN21090020
NGUYEN NGOC KHOI NGUYEN HAN21070026
4 3:30-3:59 DO THI LAN ANH (Leader) HAN21110030
AN QUYNH TRANG HAN21070041
TRAN THI MINH CHAU HAN21080193
PHAM THE THINH HAN21070037
19/03/2024 LE THUY LINH HAN21110022
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 AI Level

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 AI Level
• A.I. Level 3: As per BUV New Assessment Policy on the use of AI. This Assignment allows you to use AI at Level
3, which is as follows:
• AI Assisted language editing – Level 3
• AI can be used to make improvements to the language of student created work to improve the quality of the final
output, but no new content/idea’s can be created using AI.
• AI can be used, but your original work with no AI content must be provided in an appendix.
• Any of the ideas which you include in your assignment must be yours, and you are expected to write a version of your
work which clearly shows all of your content. This version of your work must be included in your appendix.
• You cannot, for example, write a list of ideas and ask AI to create the text for you.
• In your appendix you should include a statement which states what AI tools you used, and how you used them.
• The appendix must be included at the end of your work, together with the explanatory statement mentioned above,
and submitted with your work in ONE file.
• If you do not submit an appendix or the explanatory statement, the module leader will use academic judgement to
assess your work.
• Be aware that A.I. tools cannot replace academic research, and may give you inaccurate results, especially with regard
to references.
• A.I. tools must not replace your own effort.

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 Learning Outcomes

• Learning Outcome No. 2.

• Identify, critically analyse, and evaluate strategies and measures
for the development of a successful corporate brand & reputation.
(Analysis)

• Learning Outcome No. 3

• Identify and apply appropriate strategies and measures to
communicate the corporate brand image addressing the digital
platforms available. (Problem Solving)

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 Assessment Brief

• This group assignment will focus on Corporate Reputation Strategy by fulfilling

your chosen companies promise in the eyes of its stakeholders.

• A Company brand is the unique promise a company makes to its stakeholders,

such as employees, suppliers, distributors, the community, customers, and
society.

• A company’s reputation is the degree to which your company fulfils its

promise in the eyes of its stakeholders.

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 Assessment Requirements

• In this Individual Poster Presentation,

You will use the same company you selected and used with your Group
Presentation (Assignment 1).
Each member of the group will select one of the following 7 Drivers of
Reputation.
Each member Individually will create an A2 Size Poster of your chosen driver
of reputation.
You will analyse and evaluate strategies of your chosen company’s key driver
of corporate reputation from the stakeholder’s perspective.
You will identify and analysis appropriate corporate communication strategies
(including digital channels) to communicate the corporate brand strategy to
the stakeholders both internally and externally.

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 7 Drivers of Reputation

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 Call Back: Academic perspective
on Corporate Reputation
• Credibility for Investors:
• Show Profit, have growth prospects
• Reliability for customers:
• Promote quality, Provide customer
service
• Responsibility for the community:
• Serve the community, Green the
environment
• Trustworthiness for employees:
• Generate trust, instill pride,
Empower
Figure 1.1 What makes a good reputation?

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Source: Fombrun (1996). Harvard Business School Publishing, with permission.

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 Call back: Brands with
comprehensive reputation
Customers often differentiate between brands based upon the
symbolic (represents an important change) meaning rather than a
brands functional attributes.
Corporate Reputation of a Brand could be judged on the following
criteria:
1. Product/Service Quality
2. Employee Satisfaction
3. Customer Satisfaction
4. Customer Service
5. Innovation
6. Vision and Leadership
7. Corporate Social Responsibility
8. Profitability
9. Market Position
10. Comprehensive Reputation
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 7 Drivers of Reputation
(Continued…)
• Product and Service: The quality and value of your companies' products and
services, including customer experience and client support.(Customer)

• Innovation: How innovative is your chosen company, whether it is first to market

and adapt quickly to change. (Technology Customer)

• Workplace: The extent to which a company cares for its employees’ health,
safety and well-being. The ability of the company to offer fair rewards and equal
opportunities in the workplace.

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 7 Drivers of Reputation
(Continued…)
• Leadership: A company’s vision, the quality of its leader and managers, and its
managerial effectiveness. (Employee, Consumer, Investor, Community…)

• Conduct: A company’s ethics, including fairness, openness and transparency in its

business practices. (Community)

• Citizenship: How environmentally friendly is your chosen company. Its ability to

support good causes and have a positive impact on society. (Environment, Society)

• Performance: A company’s financial results, including profitability and growth

prospects. (Investor)

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 Poster Presentation Requirements

• The presentation should include:

An effective introduction
A logical structure
Images, diagrams, pictures, flow chart, graphs, figures to be creative and
innovative in your individual poster presentation.
An appropriate selection and use of resources and theory
Delivery in a confident and fluent style
An appropriate conclusion
Citation of all references used

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