Marketing, Brand and Reputation

Part 1 - Building Brand and Reputation is a course with a case study to examine perception of brand. In this course, Maria Deveson-Crabbe discusses with Eve Ash how her organization built trust through its brand and reputation, knowing that brand and reputation are different. She talks of the importance of research and having a crisis management approach when the brand experiences problems. Once this course is completed, you will have learned the difference between brand and reputation, and how to develop brand perception using research. You will learn about marketing your brand and brand damage control, training and a crisis management plan.

Peter Quarry interviews Carolyn Stafford, Director, connectmarket.com.au Peter Quarry and Carolyn Stafford, author of 'Small Business, Big Brand', discuss verbal branding, an undervalued aspect of marketing. This program investigates the way we talk about our jobs and workplaces; and the numerous opportunities that arise in casual interactions to 'talk-up' our company and generate business. This program is a must for everyone in an organisation to recognise how they can maximise opportunities to talk with enthusiasm about their business.

Part 2 - Stakeholder Reputation Research is a course that explains this strategy a way of improving an organization’s corporate strategy and external perceptions. In this course, Maria Deveson-Crabbe discusses with Eve Ash how to uncover perceptions so you can build influence. Once this course is completed, you will have learned how to use Stakeholder Reputation Research to uncover perceptions so you can build influence and strategy. You will have learned about stakeholder mapping and benchmarking and the power of results.

Part 3 - Managing Crises and Brand Damage is a course designed to help organizations prepare for a crisis and possible brand damage. Often control is lost to government authorities, and crises can lead to business failure. In this course psychologist Eve Ash interviews leading crisis management expert Ross Campbell who explains how crises can get out of control very fast and how important it is to have best practices involve planning and training for worst-case scenarios.

Once this course is completed, you will have learned strategies for your organization to be proactive in managing crises – before they happen. You will be more prepared for planning and rehearsing, and using a ‘dark site’ to assist in managing a crisis and brand damage. Managing Bad Press is a course featuring a powerful and tragic case study. Maria Deveson-Crabbe explains the important lessons she learned regarding the management of the press and media, and how to turn it around and use a crisis management strategy. Once this course is completed, you will have studied how to manage the media when there is damaging press, and how to implement a crisis management strategy to turn a damaging situation around.