You are free to make recommendations concerning improving the performance of the brand, but these should be restricted to those that follow the current brand strategy. In Assignment 2 you will have the opportunity to propose new activities and directions.
Key areas to discuss:
Breakdown and Present the brand’s: Image, Identity, and Personality with criticality and from a number of perspectives. Remember to dedicate your discussions and analysis to the brand over and above that of just describing the functionality and design of the product or service. Also, avoid simply writing a generic business report on the history of the company. This is a specialist module on Brand Strategy. Therefore, be very careful about applying generic models such as SWOT, PESTLE, Maslow’s Hierarchy of Needs, Porter’s 5 Forces, BCG Matrix, Ansoff’s Matrix etc. Instead, you should look to more specialist models from branding and behavioural psychology, that you have been introduced to during the module.
You should consider:
Who are the desired target audiences and what emotional and social relationship do they have with the brand? You will be expected to define and focus on two consumer segments. There needs to be a clear definition of several unique attributes of each consumer segment. Beyond this, also offer an appreciation of how they think, feel and do – mapped specifically to the brand.
What are the key facts and pieces of information communicated by the branded product or service explicitly, implicitly, and tacitly – that give messages and meaning to the offering and that are transferred and acquired by the consumer?
What is the creative approach? Consider for example the use of semiotics, colours, typography, humour, celebrity endorsement etc.
Where does the branded offering communicate these elements? What are the integrated marketing channels, and where are the touch-points and moments of truth? What are the respective strengths and weaknesses of each of these?
Why do you feel that these audiences have been worth targeting?
Why is a branding-led approach to these activities the best way to achieve objectives, beyond other strategic business approaches?
How is effectiveness judged, and what data is used to do this?
Note:
- Word count does not include endreferences, tables, charts, or executive summary
- You should not develop a new campaign
- Full reference list, adhering to Harvardprotocol is required. As an approximate guideline:
• 10-15 academic journal papers
• 5-10 trade press articles
• 5 news stories