Description
Assignment – Individual Report 2,000 words (+/- 10%)
Your task, choose one of the following brands: Visa, Alibaba, Mastercard, AT&T, IBM, Nike, Starbucks, Netflix, Instagram, or Accenture which have been selected from BrandZ Top Most Valuable Global Brands 2020 report.
Using Kevin Lane Keller’s “Brand Report Card” produce a report rating the brand against the 10 components of the score card. See Chapter 16 of core text (Strategic Brand Management, Keller), pages 586 – 588 for more details (available online via reading list).
CORETEXT:
1. Strategic brand management [electronic resource]: building, measuring, and managing brand equity, Kevin Lane Keller; Vanitha Swaminathan 2020
2. Successful brand management in a week [electronic resource], Paul Hitchens; Julia Hitchens 2014
3. Creating powerful brands, Leslie De Chernatony; Malcolm McDonald; Elaine Wallace c2011
4. Brand psychology [electronic resource]: consumer perceptions, corporate reputations, J. Jonathan Gabay 2015
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