Communications

You are the marketing executive at Tesco and have been asked by your manager to produce a report which addresses the following tasks in relation to Tesco:
• Research the recent horse meat scandal to evaluate those forces which influenced Tesco’s corporate reputation
• Identify and assess the factors which make up Tesco’s corporate reputation
• Justify the importance of managing the corporate reputation and make recommendations to Tesco for ways in which they can develop and rebuild their corporate brand

Include a list of References and Bibliography

You must include a range of research in all answers, this may include relevant concepts and theories from text books, journal articles, websites, market research databases such as Mintel, company or industry sources. Research should be referenced using Harvard Referencing style.
Learning Outcomes Assessed
1. Define the factors and linkages which impact corporate reputation, and justify the importance of managing the corporate reputation.
2. Analyse the context of branding and assess methods used to measure corporate brands.

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