forces which influence a brand’s corporate reputation

The Brief:

 

You are the marketing executive for Volkswagen and your marketing manager has asked you to prepare a report discussing the importance of managing the organisation’s corporate reputation, especially the issues and concerns following the diesel emission scandal in 2015.  Drawing on relevant research you should apply academic theories and models to illustrate your answers to the following tasks:

 

  1. Evaluate those forces which influence a brand’s corporate reputation
  2. Identify and assess the factors which make up the brand’s corporate reputation
  3. Justify the importance of managing the corporate reputation
  4. Make recommendations for the ways in which an organisation can develop and rebuild the corporate brand

 

Include a list of References and Bibliography

You must include a range of research in all answers, this may include relevant concepts and theories from text books, journal articles, websites, market research databases such as Mintel, company or industry sources. 

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