Added Title

Creating company branding direction and guidelines for Healthy Hogs Brand Central

Date of Publication

8-15-2021

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Advisor

Ma. C. P. Assumpta C. Marasigan

Defense Panel Chair

Patrick Aure

Defense Panel Member

Jaime Cempron
Angelique C. Blasa

Abstract/Summary

This insider action research is aimed at increasing brand awareness in a start-up business by improving brand identity, brand resonance, and consumer engagement and following. In the completed cycles, the marketing team created company branding direction and guidelines to improve the consistency and quality of Healthy Hogs’ Facebook and Instagram posts. The team used the PESTLE analysis and the ADKAR change management model to ensure that the interventions were effective.

Cycle 1 focused on the team’s lack of consumer engagement and branding guidelines. During this cycle, the objective was to give users of the manual an idea about the brand without limiting their creativity. The team completed this cycle with success and achieved the desired future state it had agreed on.

Cycle 2 addressed the team’s low level of consumer following and engagement and lack of better advertising targeting. The team’s objective was to ensure that the marketing strategies and publication materials are consistent and coherent with the brand. As in Cycle 1, the team completed Cycle 2 with success and achieved the desired future state it had agreed on.

In the broader context, the research explored the political, economic, sociocultural, technological, legal, and environmental forces that the business operates in. Through reflection, I understood the external factors that had a significant part in shaping the team’s marketing decisions. I also realized that our business decisions have an impact on the macro-environment. The team’s interventions were affected by and have affected the factors such as lifestyle trends, e-commerce, sustainable business operations, and consumer rights policies among others.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

157 leaves, color illustrations

Keywords

Branding (Marketing)

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Embargo Period

9-27-2021

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