Seminar: Assessing Brand Vulnerability and Making Recommendations

Topic Number: 7

Industry Studies 1

Overview

There is growing importance for organisations operating in theCGI to assess and manage their brands. In the past, we haveseen many examples where brands operating in this sector havecome under attack or lost their vitality, with significantcommercial consequences.

In this seminar, we will take a deeper look at how we can assessthe vulnerability of a brand and make strategic recommendationsfor improvement.

You are tasked with choosing a CGI brand and then conducting aBrand Vunerability Assessment using the Burson Marstellermethodology. Thereafter, you will develop a series ofrecommendations to that brand to better manage and protecttheir reputation.

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• Determine and describe the key issues an CGI organisation faces that impacts their brand

• Conduct a quantitative assessment of a brands vulnerability

• Develop recommendations that will be relevant to help a CGI brand maintain its reputation

Learning outcomes of this seminar

Calculating BVI

Task 1: Brand Risk Analysis

Cultural &

Political Risks

Current &

Historical

Sector

Positioning

Proximity

Policy

Brand Risk Analysis

Task 1: Brand Risk Analysis

In this first stage it is important to analyse each of the 7 factors to determine the brands core risks. Take 15 minutes to consider each of

the 7 areas and assign a score from 1 to 10 to each area (1 being virtually no risk whilst 10 being extremely high risk).

Once complete come up with an average score for your brand.

10 group discussion with the class on key

findings

Task 1: Brand Risk Analysis

Task 2: NGO Issues Analysis

• Based on the key risks and issues you have seen, consider the collective weight of various NGOs activities. In total you should

take 15 minutes for this exercise.

• You should size up the type and kinds of NGOs that are involved and the extent of pressure they are applying on the company and

stakeholders.

• Conduct a trend analysis to determine whether the pressure from NGOs is rising or falling.

• Come up with a score from 1 to 10 quantifying the level of NGO activities

10 group discussion with the class on key

findings

Task 2: NGO Issues Analysis

Task 3: Brand Insurance

Clearly brands will take mitigating actions to protect themselves.

• In this task, you will will investigate the type of activities the company takes to counter any attacks by NGOs

• Take 15 minutes to consider the counter measures that your chosen company has in place

• Assign a score from 1 to 10 on how well the brand mitigates issues and NGO attacks. A score of 1 suggests that the company takes virtually no mitigating action whilst a score of 10 suggests

they have extremely strong mitigating measures in place.

10 group discussion with the class on key

findings

Task 3: Brand Insurance

Task 4: Calculating BVI

In this final section, in 10 minutes you need to calculate the overall BVI score for your brand, simply use the following formula:

Then using the brand labels developed by Burson Marsellerdetermine where your brand sits.

Finally compare your brand to other groups brands and develop recommendations to help you reduce your companies vulnerability.

Task 4: Calculating BVI

Task 4: Feedback scores to groups

5 minute summary presentation

End of Seminar

Note: This recording is for your personal use only and not for further distribution or wider review.

© Pearson College 2013