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Brand Communication and Reputation Marketing Management: B-Etiquette Name of the student Student ID Author note Words: 2523 [Excluding references]

Brand Communication Table of Contents Task 1 1 Introduction 1 Communication mix 1 Communicating that reinforces the brand 1 Communication mix to other media that B-Etiquette is not using 1 Task 2 1 Believable purpose-based approach for Udemy 1 Communication with audiences and stakeholders 1 5 KPIs 1 Conclusion 1 References 1 2

Brand Communication Task 1 Introduction Today's educational landscape is becoming extremely dynamic. In the past few years, the learning environment has observed massive diversification and changes. Moreover, emerging teaching techniques and technologies have widened the scope of the education and learning industry. As a result, new entrances in the market have claimed significant positions, increasing the level of competition among educational services and product companies. Therefore, it has become extremely important for the market players to develop and implement effective and successful brand communication strategies and content in their marketing frameworks to differentiate themselves within the industry and gain new customers and retain the existing ones. This assessment engages in an in-depth exploration of the brand communication strategy of B- Etiquette using theoretical frameworks (B-Etiquette, 2023.). Then the assessment assesses how these strategies are impacting its brand communication. Finally, based on the insights gained from the assessment, it provides effective suggestions for how Udemy can enhance its existing brand communication initiatives (Udemy, 2023). Communication mix SOSTAC Model ● Situation Analysis: The company B-etiquette operates in the education and learning industry (Puertas, 2021). The main function of the company is to develop tailor-made educational services and products for students at an individual level to meet their diverse needs (B-Etiquette, 2023). ● Objectives: The main objective of B-Etiquette's business is to provide the students with effectiveness and provide support to score better results in their academic lives (B- Etiquette, 2023). It aims to provide personalized tailor-made study materials to foster catch-up learning. Therefore, it is part of the company's objective to achieve a high level of brand reputation as a company, increasing brand awareness in the education and learning industry, increasing customer base, and customer loyalty and earning more products. ● Strategy: B-Etiquette's strategy is an amalgamation of the development and implementation of a mix of communication channels to achieve the identified objectives. They have leveraged online tools such as social media, websites, etc. to reach more customers and engage the existing ones (Facebook, 2023). B-Etiquette also developed unique educational and learning products and services for the students as a part of their strategy of communication. The programmes that the company develops foster individualistic materials and teaching to cater to the specific needs of the students (B- Etiquette, 2023). The company employs qualified educators, learned, skilled and experienced. The company also conducts competitive and effective diagnostic frameworks for its target audiences. ● Tactics: B-etiquette has developed and implemented a wide range of tactics to implement its developed strategies. The colony uses a combination of content marketing, social media campaigns, and personalized communication (B-Etiquette, 2023). Moreover, the company's educational and learning programmes and materials are themselves effective tactics. It utilizes qualified teachers, a personalized learning environment and programs to reach out and engage the students. ● Action: The action phase of B-Etiquette's operations is the implementation of the developed communication strategies through the identified tactics (B-Etiquette, 2023). As 3

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Brand Communication part of its actions, the company employs highly qualified faculty members, develops comprehensive learning materials and designs effective and efficient teaching programs. It also conducts frequent assessment tests and develops personalized learning plans to enable the enrolled students to succeed in their education. ● Control: B-etiquette's control measurement involves it implementing frameworks to measure. Moreover, its user base and the performance of its existing users are crucial tools to monitor its performance and modify states as required. Brand Touchpoint Wheel: Physical Environment: B-Etiquette focuses on providing the students with a physical environment for learning that fosters safety, security and comfort (Iakimova, 2019). Its classrooms have been specifically designed and built to facilitate individual-based learning processes. This promotes a positive message to its customers, including the students and their guardians. Digital Touchpoints: The most crucial digital touchpoint of B-Etiquette is its comprehensively designed and developed website. Moreover, the company also has digital touchpoints in its various social media platforms (Sahara and Windasari, 2022). The company is very proactive in the digital space, facilitating a high level of customer and users engagements. People Interaction: B-Etiquette proactively recruits highly qualified teaching staff and educators who play a very vital role in its operations. Moreover, it has a significant customer base that includes students, clients and other clients. The internal employees and the external customers play an extremely crucial role in building B-Etiquette's brand identity and reputation in the educational and learning products and services industry Communication Materials: B-Etiquette separates itself from the majority of the educational and learning services industry by assessing and identifying the weakness in the student's educational capability and developing tailor-made programmes including course materials and effective learning project delivery strategy. The programmes and the learning materials play a very crucial role in its brand communication with the students. Customer Experience: B-Etiquette provides diverse and unique customer experience through its personalized learning pedagogy, programmes and materials which are developed as per their requirements. It also implements diagnostic tests frequently and provides continuous support to the students. Events and Workshops: B-Etiquette also conducts interesting and interactive programmes besides educational programmes. It holds various events and workshops, such as the end-of-year trip and reward system, and fosters extracurricular activities, to accelerate and support their learning process with scopes for personal growth. This communicates the company's supportive and holistic approach towards education and overall learning. Customer Testimonials: Word of mouth plays a significant role in B-Etiquette's reputation and brand communication. This is evident in the company's official website, where the customers and users, including students, parents and other clients have posted positive testimonials about the company's products and services. Communicating that reinforces the brand B-Etiquette's current communication framework effectively conveys the brand image of a company that is highly dedicated and motivated to provide customers with high-quality educational services and products. Its communication strategy has established the company as one key player in the education industry that has differentiated itself from the rest of the market by identifying the need for person-centric education services. It fosters highly customized 4

Brand Communication educational programs to support and empower students to excel highly in their academic lives. B-Etiquette develops and provides a wide range of educational and learning programmes, materials, resources, tools and services. It supports the students with the preparation of their assessments. Moreover, the company also conducts extra-curricular activities to empower the student to have personal growth (B-Etiquette, 2023). B-Etequette's communication framework is a shift from the cone national teacher-centric education strategy. It employs highly qualified educators and faculties to develop highly student- centric learning programs through unique and innovative approaches (LinkedIn, 2023). It incorporates individual-based diagnostic assessment to identify the unique need so every individual student. Moreover, the company also implements various technologies in its classrooms to foster a highly effective learning environment for its students (B-Etiquette, 2023). Through these strategies and techniques, B-Etiquette's brand communication resonates with parents and students. They perceived the company as a unique service provider that understands the unique challenges of the modern educational environment. Moreover, the company also acknowledges the success and achievements of the students through celebratory stages, to effectively motivate them to engage in continuous improvement and efforts. Communication mix to other media that B-Etiquette is not using B-Etiquette has currently implemented comprehensive and effective brand communication initiatives through its official website, presence on various social media platforms and its physical classroom establishments. However, the company also considered adopting two other effective media in its brand communication efforts to enhance its customer engagement and reach a wider segment of prospective customers. These two media are podcasts and Community- based educational partnerships. Podcast: The podcast is a very powerful tool that B-Etiquette could leverage in its brand communication efforts (Terol-Bolinches and Barrios-Rubio, 2022). Implementing the podcast format and medium would provide the company with the opportunity to conduct sessions where it could arrange for its educators or instructors to discuss various topics of education and extra- curriculum activities. Through the podcasts, the company would communicate with its existing students, and their parents and attract prospective students and other clients. Utilizing this platform would separate the company further from existing competition in the industry, from market players who are also currently using the same platforms and mediums that B-Etiquette is using. Moreover, the company could also use the platform and the sessions in the podcast platforms as a demo to the wider customer segments. Furthermore, other programs would be an effective medium to show its achievements and the performances of its successful students. Community-based educational partnerships: B-Etiquette could develop partnerships with region-based educational institutes and collaborate with libraries and educational organizations to take its price in the community further. Through these partnerships, the company would gain more platforms to channel its brand communication message (Kumar and Kumar, 2020). Moreover, these platforms would act as a glimpse of its full potential in delivering high-quality and pupil-centred education. 5

Brand Communication Task 2 Believable purpose-based approach for Udemy Learner-Centricity: Udemy should start implementing a brand communication goal where it will place its users, the learners even before the company itself (Dadzie, Dadzie and Winston, 2020). It should develop a brand communication framework making the learners the centre of lots. The company's communication, just shows that its sole purpose of operations is the academic and non-academic learning and achievements of the customers. Customized Learning Journeys: Udemy should develop its programmes and materials to provide more person-centred education services. It should identify the unique and diverse needs of its customers and provide an individual social learning platform for each user. Moreover, the company should implement a lifelong individual-based learning framework to ensure that its customers get access to lifelong self-development and growth. It should develop a brand image of a company that fosters lifelong learning and education. This would effectively enable the company to widen its customer reach to wider segments and markets. Therefore, this strategy will enable the company to establish itself as a learning platform where individuals can continually upskill, adapt to changes, and stay relevant in a dynamic world which is rapidly changing. Skill Relevance: Udemy must craft a purpose in its communication programme that highlights its role in addressing the skills gap (Paudel, 2021). The company should showcase that the learning environment that it provides is not only based on online theoretical education but developed while also prioritizing skill-based practical application of the learned lessons. Instructor Expertise: Udemy should also pay more attention to promoting the expertise and experience of its educators and instructors. It should highlight its faculties more as individuals with more practical experiences, knowledge and insights from the real-world environment. Communication with audiences and stakeholders Clear Messaging: Udemy must understand and identify the objective of its brand communication and the exact message that it wants to convey in its marketing strategy to consumers. Then it must develop a brand communication strategy and frameworks that convey that message. Storytelling: Udemy must adopt an effective and efficient storytelling strategy where it should set a specific steroid for its brand communication efforts. It must ensure that the storytelling strategy and the content of the story are impactful for the target audience. Thought Leadership: Udemy should establish itself as a thoughtful player in the education industry. It should take up a position that understands the needs and challenges of the students in today’s dynamic world (Magno, and Cassia, 2019). Collaborations and Partnerships: Udemy should establish com, page love and effective partnerships with other players in the educational and related industries. It should team up with other educational institutions, academic organizations and industry associations to create educational and related content for corporations. It should co-develop and conduct panel discussions, webinars, podcasts and seminars and focus on region-based marketing strategies. Engaging Content: Udemy must assess, evaluate, identify and understand the needs of the newer generations. Then it m, must develop contents that focus on catering to the group's specific needs and preferences. Moreover, the company should also consider using a diverse range of content formats and use a wider media network to increase accessibility to a wider range of audience (Ho, Pang and Choy, 2020). 6

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Brand Communication Social Media Engagement: Udemy should also maintain proactive efforts throughout its various presence in the social media environment (de Oliveira Santini et al., 2020). It should develop content and post snippets of its products and services as a demo of its high quality and uniqueness in the educational service entry to attract more customers. It should also post surveys, question-and-answer services and more interactive sessions on its social media platforms. Transparency and Accountability: Finally, udemy must maintain transparency and foster a culture of accountability in its brand communication programme. It should provide its relevant stakeholders with frequent updates regarding its brand communication strategy, content and performance. It should also foster a proactive self-evaluation practice by continuously evaluating its success, impacts and performance. 5 KPIs Engagement Rate: Udemy should consider constantly monitoring its engagement rate on various platforms, such as social media and websites (Wentzlaff, 2022). It should constantly monitor its digital statistics by assessing the number of likes, comments, shares and reactions to various posts and engagements in the social media landscape. Moreover, it should also keep close monitoring of how many views its websites are getting each moment. By assessing these aspects, it should develop a competitive statistical report that should include minute details, such as average likes per post or average comments per post. Net promoter Score: Net promoter Score or NPS indicates the probability of Udemy's existing customers suggesting the company's services and products to other prospective customers ( Baehre et al., 2022 ) The company should attach a feedback questionnaire for each service or product and even implement a weekly or monthly basis feedback from i6ts customers. It should include the question of how likely the customer is to suggest the company to another potential customer. It can also attach a scale of 0 to 10 for a more accurate measurement of its NPS. Physical survey: Udemy can also implement a physical-based customer survey strategy. It can conduct physical surveys by providing questionnaires to people, especially in educational institutions, such as schools, colleges, universities, etc. The physical-based survey is still considered a more reliable strategy for collecting accurate statistics. Brand Awareness: Brand awareness is another very effective and efficient way of measuring the effectiveness of Udemy's brand communications and marketing efforts. Brand awareness KPI considers measuring the growth of a certain company's brand popularity and awareness among consumers within a certain timeframe. Usage time: Finally, udemy can collect data from its existing users and measure their usage time of the company’s products and services ( Wong et al., 2021 ). An increase in the usage time will directly translate implying the success of the company's brand communication and marketing strategy and efforts. Conclusion B-Etiquette's prosper-centric approach in its brand communication strategy can be a highly effective marketing framework for the key players in the educational industry to effectively differentiate themselves from the existing market competition and increase their customer loyalty and engagement rate. Udemy can greatly benefit from the strategies implemented by B-Etiquette and improve its existing brand reputation and awareness. Effective focus on stakeholder engagements, clear communication, diverse communication networks including both online and offline methods and attractive, individualistic content development can be effective for a successful and highly productive brand identity and reputation framework. 7

Brand Communication References B-Etiquette, 2023. Home. https://betiquettelearning.com/ B-Etiquette, 2023. Why choose us? https://betiquettelearning.com/why-choose-us/ B-Etiquette, 2023. EXTRA CURRICULAR ACTIVITIES. https://betiquettelearning.com/extra- curricular-activities/ B-Etiquette, 2023. CONTACT US. https://betiquettelearning.com/contact-us/ B-Etiquette, 2023. Mission Statement. https://betiquettelearning.com/mission-statement/ B-Etiquette, 2023. Gallery. https://betiquettelearning.com/gallery/ B-Etiquette, 2023. MATH. https://betiquettelearning.com/maths/ Baehre, S., O’Dwyer, M., O’Malley, L. and Lee, N., 2022. The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation. Journal of the Academy of Marketing Science, 50(1), pp.67-84. Dadzie, K.Q., Dadzie, C.A. and Winston, E.M., 2020. The transitioning of marketing practices from segment to customer-centric marketing in the African business context: Toward a theoretical research framework. In Contemporary Issues and Prospects in Business Development in Africa (pp. 52-69). Routledge. de Oliveira Santini, F., Ladeira, W.J., Pinto, D.C., Herter, M.M., Sampaio, C.H. and Babin, B.J., 2020. Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48, pp.1211-1228. Facebook, 2023. B-Etiquette. https://www.facebook.com/beetiquettelearningcentreTanya Ho, J., Pang, C. and Choy, C., 2020. Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), pp.133-151. Iakimova, E., 2019. Systematic Approach to the Service Design in the Winery: Touch Points and Customer Journey Map. Kumar, J. and Kumar, V., 2020. Drivers of brand community engagement. Journal of Retailing and Consumer Services, 54, p.101949. LinkedIn, 2023. Gabrielle Tanya. https://www.linkedin.com/in/gabrielletanya/? originalSubdomain=uk Magno, F. and Cassia, F., 2019. Establishing thought leadership through social media in B2B settings: effects on customer relationship performance. Journal of Business & Industrial Marketing, 35(3), pp.437-446. Paudel, P., 2021. Online education: Benefits, challenges and strategies during and after COVID- 19 in higher education. International Journal on Studies in Education (IJonSE), 3(2). Puertas, M., 2021. Digital marketing plan: case company: ProGrupper Oy. Sahara, S.H. and Windasari, N.A., 2022. Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up. IROCAMM: International Review of Communication and Marketing Mix, 5 (2), 52-70. Terol-Bolinches, R. and Barrios-Rubio, A., 2022. Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives. Profesional de la información, 31(5). Udemy, 2023. Home. https://www.udemy.com/? ranMID=39197&ranEAID=0EOJOrTo2D4&ranSiteID=0EOJOrTo2D4- _K.iELeSpHYZMIXUdI3B6g&LSNPUBID=0EOJOrTo2D4&utm_source=aff- campaign&utm_medium=udemyads Wentzlaff, K., 2022. Measurement of a Soccer Club’s Communication on Social Media: The Development of a KPI Framework (Doctoral dissertation, Ohio University). 8

Brand Communication Wentzlaff, K., 2022. Measurement of a Soccer Club’s Communication on Social Media: The Development of a KPI Framework (Doctoral dissertation, Ohio University). Wong, A., Ho, S., Olusanya, O., Antonini, M.V. and Lyness, D., 2021. The use of social media and online communications in times of pandemic COVID-19. Journal of the Intensive Care Society, 22(3), pp.255-260. 9

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