Brand and Corporate Communications

Corporate Reputation & Image Rebranding - A Report on Malaysian Airlines

The Brief:

Malaysian Airlines has experienced two major disasters deemed as landmark cases in the Public Relations and Aviation Industry. These two cases involving the missing MH370 and the accidental shooting down of MH17 flights have impaired the company's image. There has been severe damage in both company sales and the share price of the company.

There were various misses in the manner Malaysian Airlines handled both the situations and many of the mistakes have resulted in intense negative sentiments in the company's ability to handle challenging situations.

Market research shows that most passengers have expressed their discontentment towards Malaysian Airlines by manner of how they handled the crisis, coupled with the lack of conviction that the company can ever regain its former glory.

With reference to academic theories and models, tap on relevant case examples to illustrate your answer in a report format.

The submission must address the following tasks:

1. Evaluate factors which influence a brand's corporate reputation

2. Identify and assess these factors in shaping the reputation of Malaysian Airlines. You may also explain how these factors affect the other examples cited in your report

3. Justify the importance of managing corporate reputation, and the implications of the lack of such consideration

4. Following an incident or crisis, make recommendations for ways in which Malaysian Airlines, as well as your other included examples, may develop and rebuild its corporate brand. You must include how improvements in brand equity may be measured by both Malaysian Airlines and the other brands you cited in the essay.

Learning Outcomes:

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.