No More Worries!

Our orders are delivered strictly on time without delay

Paper Formatting

Double or single-spaced
1-inch margin
12 Font Arial or Times New Roman
300 words per page

No Lateness!

Our orders are delivered strictly on time without delay

AEW Guarantees

Free Unlimited revisions
Guaranteed Privacy
Money Return guarantee
Plagiarism Free Writing

Managing elements of a sustainable global brand

In this project, you will demonstrate your mastery of the following competencies:

Manage elements of a sustainable global brand
Propose a method to market
Design a marketing strategy
Scenario
You are the regional marketing director of a theme park in the southeastern United States that is part of a global brand. The chief marketing officer of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response to a recent safety and injury incident at one of the parks that resulted in serious injuries to employees and customers. This theme park was closed immediately following the incident to ensure safety measures for customers and employees and to deploy the needed safety measures.

Now, as the theme park is all set to reopen, the chief marketing officer (CMO) has called you to take a lead in planning the marketing strategy to support the reopening of the park. Your responsibility is to design a phased strategy for reopening all parks, with critical objectives such as maximum safety, crisis communication, customer satisfaction, and profit potential. You must coordinate marketing strategy with corporate strategy, as failed or successful planning will impact brand success and recognition.

You have determined the scope of work and have outlined the high-level plan. As a first step, you decided to perform the brand analysis and identification of critical elements to successfully market the reopening of the park. Based on the outcomes, you developed a customizable marketing plan that can be used by other theme parks under the same umbrella.

Next, you need to create a presentation (toolkit) to share your analysis and recommendations for the proposed marketing support of the park. But, as you are working to complete the final bit of the toolkit, your social media monitoring partner shares a report of the theme park’s social media image and performance. The report shows a significant spike in negative public feedback. The report states there is a perception of an uncaring, careless brand forcing a reopening for profit. Your presentation should also include strategies for how you will address the emerging negative perception on social media about the theme park. You will present this presentation to your CMO and other regional marketing directors of the park.

Directions
Part One: Strategic Brand Implication and Management
Submit a narrated PowerPoint presentation to share your analysis and recommendations for the proposed marketing support of the park.

Brand Analysis and Implications —In this part of the project, you will present the brand implications of reopening the park. Your presentation should include the following critical factors:

Determine the essential factors that can impact brand equity when reopening the park (Slides 1-3)
Define brand equity and describe its importance to the organization (Slide 1).
Provide positive implications (Slide 2):
Safety concerns addressed and communicated
Community and local government support for reopening
Employee support for reopening
Provide negative implications (Slide 3):
Social media negative reactions
Employee negative concerns
Operational concerns for safety
Describe the strategic communication plan that should occur before and after the park reopens. Your responses should address the following (Slides 4–8):
Identify three key stakeholder groups from this list and describe each stakeholder’s interest in the organization:
Employees
Customers
Government agencies
Communities
Vendors
Describe their communication needs.
Identify the best mode for communicating with them based on their needs, including how you will take feedback from stakeholders.
Describe the impact that reopening the park could have on each identified stakeholder (low, medium, or high). Why?

Slide 2: Positive Implications of Reopening

Safety Concerns Addressed and Communicated: A transparent and well-executed reopening that visibly prioritizes safety will be a powerful positive brand message. By communicating the specific measures we have taken—like new ride maintenance checks, advanced staff training, and improved guest services—we can show that we are a responsible and caring brand. This proactive communication can rebuild trust and position us as an industry leader in safety.

Community and Local Government Support: Reopening the park signals a return to normalcy and economic recovery for the local community. By securing public support from local officials and community leaders, we can leverage their endorsement to reinforce the safety of our operations. Their positive statements can help counter negative perceptions and show that the park is a valued community partner.

Employee Support for Reopening: When our employees feel safe and confident in the new procedures, they become our most credible brand ambassadors. Their positive morale and buy-in will be communicated directly to customers, both in person and online, reinforcing our message of a safe and caring environment. This internal alignment is essential for a successful external image.

Slide 3: Negative Implications of Reopening

Social Media Negative Reactions: The social media report confirms a significant negative perception of our brand as "uncaring" and "careless," focused on profit over safety. This narrative is a major threat to our brand equity. We must directly address this perception through proactive, empathetic communication rather than ignoring it. A failure to manage this could lead to widespread boycotts and a permanently damaged reputation.

Sample Answer

Part One: Strategic Brand Implication and Management

Slide 1: Brand Equity and Its Importance

Brand equity is the commercial value that a brand name has beyond the value of the generic product or service. It's the premium a customer is willing to pay for a branded product, or the level of trust and loyalty they have for it, based on their perception of its quality, reputation, and performance. In the context of our theme park, brand equity is crucial because it represents the cumulative goodwill and trust we have built with our customers over the years. A strong brand allows us to command higher prices, build customer loyalty, and recover more effectively from negative events. The recent incident has significantly eroded our brand equity, and our reopening strategy must focus on rebuilding it by demonstrating our commitment to safety and customer well-being.