Brand corporate reputation Essay

Document Type:Thesis

Subject Area:Marketing

Document 1

Background of the company 4. Issues affecting Malaysia Airline’s corporate reputation 5. RepTrak Model 6. Companies who made it out of crisis 7. Importance of managing corporate reputation 8. It is the perception users of the product have towards it. It takes years of dedication and much work to build a brand. To survive in the long run, a company needs to be consistent in its deliverables and stay relevant. The only changes allowed are better products upgrade, better customer care services and up to date state of operations like keeping in touch with emerging trends and legislations, and willingness to adapt to changes to delight the customers and increase the profit margins of the company. It is the desire of every business to be in the good books and stay away from trouble at all costs.

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According to the company’s website, the airline made a profit of about $4. 5 million in 2017. In 2016 it had 14000 employees spread across its main airline and subsidiaries; Firefly and MASwings. In 2014 the Airlines made headlines by losing two aircraft inside 5 months; MH370 in March and MH17 in July with 239 and 283 passengers on board respectively. This ruined the Airline image regarding safety of its operations and has since dented its business activities. There is also the government factor, being the majority shareholder; much has not been done to restore the face of the Airline. On the contrary it has been more of a diplomatic issue and international relations affair. Plans to restructure the Airline are leading to massive loss of jobs and many people are left wondering the future of the Airline.

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Moving away from the aircrafts’ tragedy has since been a nightmare. Andy (2014) Factors which influence a brand’s corporate reputation: Issues to deal with brand reputation, as we have highlighted, have necessitated many corporates to even have Brand managers for specific brands in their product portfolio and most importantly, Public Relations (PR) managers as company’s representative to the outside world. Research on organizational behavior by Kreitner (2013), reveal that compelled by the need to get the best employees, corporates bring together people from diverse backgrounds. Very unique individuals with amazing talents, knowledge and skills try to co-exist and in the process form their own groups. There could be two or more groups holding on to their beliefs and views. The resultant effect could end up into internal wars and demotivation of employees and general low productivity.

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And for service providers, it will be easily noted by the customers the level of service delivery. Bad reports go viral within a very short time the whole world will know what Company X did. Social media is one of the technological issues that companies try to make use of on the positive and try to contain when things go wrong. On the same note, we can also look at technology in terms of how the company has incorporated it in its services and how they use it gain a competitive advantage in the market. Because of the advanced technology, it is easier booking a flight than the way it was like 5 years or so back. Important factors in shaping the reputation of Malaysian Airlines and the Importance of managing corporate reputation (RepTrak Model) Malaysian Airline is on course to redeem its image and every single move is made towards restoring the lost confidence, to get back into the business and to challenge competition.

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Workplace: This refers to how employees are motivated, remunerated and awarded and promoted on merit basis. The Airline is one of the best companies in terms employee empowerment and remuneration based on the huge number and services offered it clearly has to have the best talents and pay them better. This improves productivity in the long run and more profits for the benefit of everyone. The opposite of this is a serious problem. A demotivated employee can cause more harm than good. When it comes to community involvement, it has been supporting events outside its industry as well, for example Liverpool football club; there is an existing 3 year deal that runs till 2019 season. Mail Online (2017). Innovation: With changes in technology and new ways of doing business, many organizations have stayed up to date as this brings with it new experiences to their consumers and making more convenient doing business with them.

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Malaysian Airlines being a service industry has not been left behind either. It has over the years upgraded its buses to adapt to emerging trends and changes. This aggressive move restored in less than a year, the company’s market share that had sunk from 35% to 8% during the deaths. New York Times (1983) Another comeback case involved Southwest Airlines in mid-2016. The Airline had cancelled thousands of its flights as a result of a breakdown of its systems for close to 12 hours. The Airline stepped up faster enough and owned up to the crisis, apologized to and provided a way forward. The Airline made use of its social media platforms (Facebook, twitter and Instagram) to reach out to its customers and members of the public.

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It is how people view the brand. Malaysian Airline from their crisis still got people looking at them with the sad feeling that things might not be good. People asking themselves question regarding the safety since much has not been said regarding the lost ones. To change this perception, the Airline should consider rebranding. It should change its name, colors and logo. For the case of Malaysian Airline, what is it they stood for? What was their brand representing? Was it the best cabin crew, or the swift services that saved a lot of time? There has to be something. It can build on that to gain acceptance again. Brands across the world have used this Brand Culture Identity prism to sell themselves really well.

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For example, Toyota with their famous stunts “the Toyota way”. Consumer mentalisation: This can also be looked at how consumers view themselves. Relationship: Brands can build such long lasting relationships with its consumers till they become like family. These types of relationships give a brand the shelf life. It can stay afresh for longer depending on how it is maintaining their relation. But it all goes down to how the business looks at their consumers. The type of attention showed will initiate a similar type of reaction. Through overcoming crisis, the company pulled out drugs estimated at $100million. It reestablished itself back and made it big. The Southwest Airlines has kept an up-to-date communication system with its customers and other stakeholders for updates and current developments.

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The Malaysian Airlines, on the other hand, is still trying to get it right as there are still pending issues to be solved. Designing the future state: Johnson & Johnson came up with a new packaging system for its drugs to make it easy detecting if it has been tampered with. Reuters (2014) Managing the transition: Johnson & Johnson stepped in for one of its brands; Tylenol and managed the situation perfectly. The brand did not face the consumer’s rage. The Southwest Airlines engaged its entire team and managed its situation. No reported layoffs or law suits but condition returned to normalcy. Malaysian Airlines can engage other key players in the Airline industry like Virgin Atlantic, Swiss Airlines, Southwest Airline and Etihad for example to help it sort out the mess.

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