analyze and assess the value and components of the corporate brand (corporate brand equity and corporate brand architecture) of that organization and offer recommendations for strategic options
This assignment is an individual Report
Imagine that you have been appointed as a corporate brand manager of a travel and tourism organization of your choice. You are expected to analyze and assess the value and components of the corporate brand (corporate brand equity and corporate brand architecture) of that organization and offer recommendations for strategic options. Your report should:
1. Use all the information and analysis gathered from various sources in a report format.
2. Your report should have following sections
b. Industry Analysis and organizational capabilities and competencies
c. Literature review (corporate brand equity and corporate brand architecture)
d. Analysis of your chosen organization’s corporate branding strategies
e. Conclusion and Recommendation
3. Your report should also have an executive summary for busy executives who may not have time to read the entire report.
Do not go beyond the word limit.
Follow the proper referencing style.
Report format (don’t forget: table of content, references and appendices)
Standard introduction and conclusion are also expected.Try to be analytical rather than descriptive
Avoid using direct quotation
Try to analyse and interpret by more recent articles/texts.
Do not use the references from sources which are not peer reviewed
Literature review should revolve around the three major components required for the company strategies.
There has to be evidence of academic reading.Collect information about the particular product/event/organisation/context.
Try to build on information which have more credible sources (i.e. Company websites, promotional materials)
Categorise the practical examples, information in relation to theories.Harvard referencing needs to be followed.
Clarity of expression is expected.
Be consistent in terms of fonts
Use decent font type/size and line spacing.
Spelling/grammatical/typographic errors will not be acceptable.