Integrative action research paper on creating company branding direction and guidelines for Healthy Hogs Brand Central

• Main Author: Ancla, Kristine Joy P.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Branding (Marketing); Business Administration, Management, and Operations; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_manorg/41; https://animorepository.dlsu.edu.ph/context/etdm_manorg/article/1062/viewcontent/ancla_Redacted.pdf
• Institution: De La Salle University

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.