Select one of the following brands and conduct a critical analysis of the brand’s historical and current performance:
Adidas, Ben & Jerry’s, Boohoo Group PLC, Disney+, Gucci, KFC, LEGO, L’Oréal, Louis Vuitton, LinkedIn, Lululemon, Lush, Netflix, Nike, Marvel, Off-White, Peloton, Richard Mille, Rolex, TikTok, TRIB3, Uber Technologies Inc, Wendy’s, Zara, Zoom.
TRIB3 is a fitness studio - fusing sensory experiences, with heart-rate monitored scheduled workouts. https://trib3.co.uk/ Regent’s has agreed an educational partnership with this company, so if you select TRIB3 as your brand, then you will have the opportunity to share your work directly afterwards and meet with them.
You are free to analyse the overall company brand, or instead select one of their product or service lines. You report should be underpinned by academic theories, models and industry insight, using:
• Secondary data, tables, charts, and diagrams
• At least 3 academic theories and models – applied specifically to this case
• A selection of references to academic journals, books, trade press, and websites.
You are free to use whatever format and subheadings you wish to. Also, you can include images, screen grabs, diagrams, tables, models and charts in your body text. Where possible, you should create your own tables and annotate models, images and diagrams.
You should attempt to arrive at your conclusions through investigating the following sources:
• Academic literature
• Corporate websites
• All forms of marketing communications(Advertising, Marketing, Public Relations, Sponsorship, Endorsements, Events)
• The context and positioning of the media where the branded communications have taken place
• Packaging, promotions, and points of purchase
• Trade press, consumer press, online forums and product reviews
So, for example, if the brand is being advertised in a television commercial break, or glossy magazine: then it is perfectly reasonable to draw conclusions about who the brand is being aimed at - through supporting situational data pertaining to the audience consuming that media.