Communicating shared value: a communication plan Knorr Portugal

• Autor(a) principal: Confraria, Carolina Pereira Crespo
• Data de Publicação: 2017
• Outros Autores: Oliveira, Ana Margarida Mota Batalha de
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/25219
• topic: Creating shared value; Knorr; Communication; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This paper proposes an approach to communicating shared value for Knorr Portugal. By introducing the concept of Creating Shared Value and the benefits for a brand to embrace this philosophy, the importance and challenges of communicating this practice will be evident and addressed. The case of Unilever will be explored creating the framework to perform a brand analysis of Knorr. The respective issues will be outlined, converging into a communication plan which encloses six initiatives to be developed throughout the year. Ultimately, a set of recommendations are presented in order to fulfill the goal of changing consumers’ perception regarding the brand’s naturalness.