General Principles of Intellectual Property: Concepts of Intellectual Proper...
Seminar is7 brand vunerability and recommendations post student
1. Industry Studies 1
Seminar:
Assessing Brand Vulnerability and
Making Recommendations
Topic Number: 7
2. Overview
There is growing importance for organisations operating in the
CGI to assess and manage their brands. In the past, we have
seen many examples where brands operating in this sector have
come under attack or lost their vitality, with significant
commercial consequences.
In this seminar, we will take a deeper look at how we can assess
the vulnerability of a brand and make strategic recommendations
for improvement.
You are tasked with choosing a CGI brand and then conducting a
Brand Vunerability Assessment using the Burson Marsteller
methodology. Thereafter, you will develop a series of
recommendations to that brand to better manage and protect
their reputation.
3. 3
Learning outcomes of this seminar
• 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
5. Task 1: Brand Risk Analysis
Cultural &
Political Risks
Current &
Historical
Sector
Positioning
Proximity
Policy
Brand Risk
Analysis
6. 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.
7. Task 1: Brand Risk Analysis
10 group discussion
with the class on key
findings
8. 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
9. Task 2: NGO Issues Analysis
10 group discussion
with the class on key
findings
10. 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.
11. Task 3: Brand Insurance
10 group discussion
with the class on key
findings
12. 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 Marseller
determine where your brand sits.
Finally compare your brand to other groups brands and develop
recommendations to help you reduce your companies vulnerability.
