Analysis of a branding strategy of company X
Take any brand of your choice and analyse its branding strategy. The analysis should include a) company background information and a current position/situation in the market, b) an employed branding strategy, c) potential brand performance measurement techniques relevant to the evaluation of the effectiveness of a branding strategy, and d) recommendations to improve or sustain brand equity.
The above areas would demonstrate your understanding of the key stages in branding, concerning strategy, plan and implementation, performance evaluation and sustaining and growing brand equity over time.
Understanding of theory and concepts: the application of key concepts from the core textbook to a selected brand and the inclusion of additional evidence from published research is essential to demonstrate the knowledge of the material.
The concepts may include, but are not limited to brand elements, 4Ps, brand positioning model, brand resonance pyramid, brand value chain, CBBE and brand building blocks among others.
Presentation:
Although there are no strict requirements about the structure and presentation, discussions in the report should be coherent, arguments elaborated and supported by references.
References:
Harvard Referencing style is preferred. Please ensure that all arguments taken from web resources or academic literature are referenced in line with requirements, which you can find here:
https://www.kent.ac.uk/ai/Harvard-Style-Guide.pdf
