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Communicating shared value: a communication plan Knorr Portugal
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Resumo(s)
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.
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Creating shared value Knorr Communication