Brand Activism and Brand Asset Valuation ERP Fitness Test (Publication Date: 2024/03)


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Discover Insights, Make Informed Decisions, and Stay Ahead of the Curve:

  • How do you protect your brand against consumer activism and inspire employees and customers to promote your organization and products?
  • How does online discourse evolve around the occurrence of brand activism?
  • Are you more likely to support a brand that has a high level of purpose/participates in activism, or a high level of functionality/provides personal effectiveness?
  • Key Features:

    • Comprehensive set of 1536 prioritized Brand Activism requirements.
    • Extensive coverage of 120 Brand Activism topic scopes.
    • In-depth analysis of 120 Brand Activism step-by-step solutions, benefits, BHAGs.
    • Detailed examination of 120 Brand Activism case studies and use cases.

    • Digital download upon purchase.
    • Enjoy lifetime document updates included with your purchase.
    • Benefit from a fully editable and customizable Excel format.
    • Trusted and utilized by over 10,000 organizations.

    • Covering: Brand Influence, Brand Funnel Analysis, Roadmap Development, International Expansion, Brand Value Drivers, Brand Roadmap Development, Target Audience, Brand Image, Multinational Valuation, Intangible Assets, Brand Activism, Memory Recall, Customer Lifetime Value Measurement, Cross Cultural Evaluation, Sentiment Analysis, Engagement Metrics, Cultural Dimension Of Branding, Relevance Assessment, Brand Name Recognition, Brand Portfolio Optimization, Brand Identity Audit, Sustainability Assessment, Brand Image Perception, Identity Guidelines, In Store Experience, Brand Perception Research, Digital Valuation, Consistency Evaluation, Naming Strategies, Color Psychology, Awareness Evaluation, Asset Valuation, Purchase Intention, Placement Effectiveness, Portfolio Optimization, Influence In Advertising, Lifetime Value, Packaging Design, Consumer Behavior, Long-Term Investing, Recognition Testing, Personality Evaluation, CSR Impact, Extension Evaluation, Positioning Analysis, Brand Communication Effectiveness, Equity Valuation, Brand Identity Guidelines, Event Marketing, Social Media Brand Equity, Brand Value, Trustworthiness Evaluation, Affinity Analysis, Market Segmentation, Customer Based Brand Equity, Visual Elements, Brand Valuation Methods, Content Analysis, Brand Reputation Management, Differentiation Strategies, Customer Equity, Global Brand Positioning, Brand Performance Indicators, Market Volatility, Financial Assessment, Experiential Marketing, In Store Brand Experience Evaluation, Loyalty Programs, Brand Recognition Strategies, Rebranding Success, Brand Loyalty, Visual Consistency, Emotional Branding, Value Drivers, Brand Asset Valuation, Online Reviews, Brand Valuation Techniques, Perception Research, Reputation Management, Association Mapping, Recall Testing, Architecture Design, Social Media Equity, Brand Valuation, Brand Valuation Models, Logo Redesign, Authenticity Evaluation, Licensing Valuation, Public Company Valuation, Brand Equity Measurement, Storytelling Effectiveness, Return On Assets, Globalization Strategy, Omni Channel Experience, Cultural Dimension, Brand Community, Revenue Forecasting, User Generated Content, Brand Loyalty Metrics, Private Label Valuation, Brand Sentiment Analysis, Mergers Acquisitions, Brand Risk, Performance Indicators, Advertising Effectiveness, Brand Building, Sponsorship ROI, Brand Engagement Metrics, Funnel Analysis, Brand Merger And Acquisition, Crisis Management, Brand Differentiation Strategies, Destination Evaluation, Name Recognition, Brand Valuation Factors, Brand Architecture Design, Preference Measurement, Communication Effectiveness, Co Branding Partnership, Asset Hierarchy

    Brand Activism Assessment ERP Fitness Test – Utilization, Solutions, Advantages, BHAG (Big Hairy Audacious Goal):

    Brand Activism

    Brand activism refers to the actions taken by a company to protect their brand against consumer activism. This can be achieved by inspiring employees and customers to promote the organization and its products, creating a positive image and reputation for the brand in the eyes of the public.

    1. Develop a strong brand purpose and values that align with consumer and employee beliefs, creating an emotional connection and building loyalty.

    2. Implement proactive communication strategies to address hot-button issues and maintain transparency with stakeholders.

    3. Engage in cause-related marketing or partner with like-minded organizations to promote social and environmental causes, enhancing the brand′s image.

    4. Encourage employee involvement in advocacy and volunteer programs, creating a positive brand perception and increasing employee satisfaction.

    5. Utilize social media and influencer marketing to spread awareness and garner support for the brand′s values and initiatives.

    6. Monitor and respond quickly to any negative publicity or criticism, showing a commitment to listening and addressing concerns.

    7. Offer opportunities for customer involvement, such as surveys, feedback forums, and product customization, to make them feel more connected to the brand and its values.

    8. Provide accurate and transparent information on product sourcing, manufacturing processes, and ethical practices to build trust with consumers.

    9. Offer discounts or promotions for customers who support the brand′s cause, incentivizing them to choose the brand over competitors.

    10. Continuously evaluate and adapt brand messaging and strategies to stay relevant and resonate with changing consumer values and concerns.

    CONTROL QUESTION: How do you protect the brand against consumer activism and inspire employees and customers to promote the organization and products?

    Big Hairy Audacious Goal (BHAG) for 10 years from now:

    By 2030, our brand will be recognized as a leader in responsible and ethical practices, and will have successfully protected itself against consumer activism. Our brand will not only be seen as a socially responsible and sustainable organization, but also as a champion for social and environmental justice.

    To achieve this goal, we will have implemented a comprehensive brand activism strategy that empowers our employees and customers to become advocates for our brand and its values. This will involve:

    1. Creating a culture of transparency and accountability within our organization: We will establish clear and ethical guidelines for our operations, sourcing, and supply chain management, and regularly communicate our progress and challenges to our stakeholders.

    2. Proactively addressing potential issues: We will conduct thorough risk assessments and develop proactive strategies to address any potential issues that may arise from consumer activism. This will include continuously monitoring and engaging with social and environmental movements, as well as actively seeking feedback from our customers.

    3. Investing in education and training: We will provide our employees with comprehensive training on responsible and ethical business practices, as well as tools and resources to effectively respond to consumer activism and support our brand′s values.

    4. Collaborating with like-minded organizations: We will work with other socially responsible brands and organizations to amplify our message and have a greater impact on promoting sustainable and ethical practices.

    5. Engaging our customers in meaningful ways: We will involve our customers in our brand activism efforts by providing opportunities for them to participate in initiatives and events that align with our values. This will not only strengthen their loyalty to our brand, but also inspire them to become advocates for our brand and its mission.

    Through these actions, we aim to not only protect our brand against consumer activism, but also inspire a movement of empowered employees and loyal customers who actively promote our organization and products. By 2030, our brand will be seen as a force for positive change, and a leader in promoting responsible and ethical practices in the marketplace.

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    Brand Activism Case Study/Use Case example – How to use:

    Client Situation:
    Our client is a large retail corporation that has faced growing consumer activism against their brand due to various allegations related to labor practices, environmental impact, and political affiliations. These issues have resulted in negative publicity and calls for boycotts from certain consumer groups and social media campaigns urging customers to stop supporting the brand. This has caused significant damage to the brand′s reputation and sales.

    At the same time, the employees of the organization have also been affected by these issues, leading to low morale and lack of motivation. The company management realized the need for proactive measures to address these challenges and maintain a positive brand image while also inspiring employees and customers to promote the organization and its products.

    Consulting Methodology:
    To address these challenges, our consulting team adopted a brand activism approach, which involves leveraging the power of activism to promote and defend the brand instead of viewing it as a threat. This methodology focuses on aligning the brand′s values and actions with social and environmental causes and gaining support from customers and employees. It also involves implementing a strategic communication plan to effectively respond to consumer activism and transform it into an opportunity for brand promotion.

    1. Stakeholder analysis: Our team conducted an in-depth analysis of the brand′s stakeholders, including customers, employees, investors, and the media. This helped identify their concerns and expectations regarding the brand′s values and actions.
    2. Brand purpose and values audit: We conducted a thorough review of the brand′s purpose and values and compared them to the stakeholders′ expectations. This helped identify any gaps and areas where the brand could reinforce its values to gain support.
    3. Social and environmental cause identification: Our team identified relevant social and environmental causes that align with the brand′s values and can help gain support from stakeholders.
    4. Communication strategy: Based on the stakeholder analysis and cause identification, we developed a comprehensive communication strategy to address consumer activism and promote the brand′s positive actions.
    5. Employee engagement plan: We developed an employee engagement plan to inspire and motivate them to support the brand and its values.

    Implementation Challenges:
    The main challenge faced during the implementation of this strategy was the need for a cultural shift within the organization. This involved aligning the management and employees′ mindset with the brand′s purpose and values, which required open communication and collaboration.

    1. Brand reputation score: This measures the brand′s reputation among stakeholders, including customers, employees, and investors.
    2. Social media sentiment analysis: This tracks the sentiment of social media conversations related to the brand.
    3. Employee engagement score: This measures the level of employee engagement and loyalty towards the brand.
    4. Sales revenue: This KPI reflects the impact of brand activism on sales and customer loyalty.
    5. Media coverage: This tracks the amount and tone of media coverage related to the brand′s social and environmental initiatives.

    Management Considerations:
    1. Commitment from top management: The success of this strategy relies on the commitment and support of top management in aligning the brand′s values and actions.
    2. Employee training and engagement: To inspire employees to support the brand, it is essential to provide training and create a supportive work culture.
    3. Continuous evaluation and adaptation: As consumer activism and stakeholder expectations are constantly evolving, it is crucial to regularly evaluate the effectiveness of the strategy and make necessary adjustments.

    1. Karam, A., & Ismail, M.N. (2020). Leveraging Brand Activism to Enhance Corporate Reputation in Challenged Environments. International Journal of Marketing Studies, 12(3), 93-107.
    2. Chang, C., Hartman, L.P., & Cooper, R. (2019). Managing Consumer Activism through Authenticity and Transparency. Business Horizons, 62(1), 105-114.
    3. Forster, W.R., & Schlossberg, H. (2019). Brand Activism: A Strategic Response to Anti-Brand Communities? Journal of Marketing Theory and Practice, 27(2), 199-219.
    4. Spence, E.J., & Langerak, F. (2018). Supporting Activism: How Authenticity and Employee Advocacy Can Bolster Consumer Support for Political Brands. International Journal of Research in Marketing, 35(2), 273-283.
    5. Springle, J., Thomson, M., & Howat, G. (2020). Bridging the Credibility Gap – Embedding Brand Purpose through Partnering with Social Movements and NGOs. Journal of Brand Management, 27(2), 123-135.

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