Q1. Brand resonance framework

Brand resonance looks at how well a consumer is able to relate to an element of a brand depicting individual perception of a brand including values. From the Benetton’s case, the positive aspects of the strategy used include invoking a sense of national pride among consumers, attaching the brand positioning to issues relating to the society, increasing brand recall through the use of memorable images and stirring social awareness, and getting the brand to occupy the minds of the target market without necessarily using an expensive marketing budget. Nonetheless, some negative issues emerged. The company had deviated from fashion advertising to raising social consciousness on different matters. Additionally, the new campaign had strong reactions which included boycott and consumers attaching the brand to a political movement. The criticism of the entire campaign led to a further decline in sales even though brand recall and recognition were higher.

Q2. Brands effectively increasing social awareness without creating controversy

In the last few years, brands have taken different stands on social issues such as human rights, working conditions, police brutality, slavery, and child labor. In these instances, social awareness on various matters were increased for the benefit of the society. From the Benetton’s case, the company takes a position and creates controversy. However, it is possible for a company to increase social awareness without creating controversy. For example, Benetton strategy on highlighting social issues could have involved the mention of the inequality issues in the American society without necessarily using provocative images of black and white people. Cuffing a black man and a white man together raised several questions and prompted a conversation regarding the fate of the black man in America. However, a black lady breastfeeding a white woman created controversy that could be avoided. By contrast, Nike’s stand in refusing to work with external agents who practice child labor is an example of how social awareness can be made effective without controversy.