Reis, Afonso MendonçaConfraria, Carolina Pereira CrespoOliveira, Ana Margarida Mota Batalha de2017-11-102020-01-202017-01-20http://hdl.handle.net/10362/25219This 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.engCreating shared valueKnorrCommunicationmaster thesis201713594201713977